Eurobricks published an interesting interview with the designers in charge of the LEGO Friends range (Fenella and Rosario), and without reigniting the controversy about whether or not LEGO is showing sexism with this range, I must say that the answers to the questions asked are unequivocal: LEGO conducted numerous tests with young female audiences before offering this range for sale and concluded that girls like friendships, animals and family... Through the answers (undoubtedly approved at the highest level) of these employees, LEGO stands by its choices and that's all for the best.
You will tell me that from an early age children are conditioned to learn to love what a priori corresponds to their sex: A boy is told that pink is a color for girls and to a girl that backhoe loaders are for the boys. LEGO only confirmed these educational consequences to draw the conclusion that the Friends range, clearly aimed at girls, had to respect certain codes to function in a very competitive market.
The idea for the Friends theme had been in the making for 4 years, and (intensive) studies by LEGO have shown that girls love animals, families, friends, etc. It has also been shown that girls love animals. need characters they can relate to, which explains the 5 minidolls in the range with a different look.
We also learn that the LEGO designers had planned to use the classic minifigs, but tests with a panel of girls showed that the standard minifig did not really appeal to them. The compromise was found by creating these pretty minidolls which however retain some attributes of the classic minifigs.
It is also clearly confirmed that LEGO wanted to attract a female audience through the new colours which allow for the creation of more " girly " models, therefore more attractive to girls.
In short, LEGO has done its homework, drew conclusions, and came up with a range whose target is unequivocal: The young female audience.
The LEGO Friends range is set to continue and should become a long-term range as is already the case with the LEGO City range.
This should end the debate about the manufacturer's sexism with this range. In one way or another for that matter ...
The interview (in English) can be read at this address.
