The brochure had Lego City, Bionical, Star Wars, a space shuttle, and Minecraft in addition to Friends. She's not wrong that they have Lego Friends for the girls and everything else for the boys.
She's not wrong that the other Legos are what constitute regular.
There's no reason that there couldn't be female mini-figures in the prominently displayed construction scenes from Lego City, There's no reason that there couldn't be female rebels in Star Wars. She likes Minecraft and plays it in her free time, but Lego has made clear to her that Minecraft Legos are not for her.
Lego Friends. Lego Disney Princess. Lego Elves (coming in March). These are where Lego thinks that girls belong.
To reiterate, girls get:
- Elves (yet to be released)
- DC Comics™ Super Heroes
- Legends of Chima™
- Marvel Super Heroes
- Star Wars™
- Teenage Mutant Ninja Turtles™
- The Hobbit™
- THE LEGO® MOVIE™
- The Lord of the Rings™
- The Simpsons™
- Ultra Agents
Notice a disparity between what Lego thinks girls should have and what Lego thinks regular (male) people should have?
To make matters worse, this dichotomy is of their own invention. There's absolutely no reason that girls need to be segregated into those three things, there's no reason that the giant list of other things couldn't be gender neutral.
Hell, there's no reason that those three things should be marketed specifically to girls. Plenty of boys (and men) wanted mini-figures that had more realistic proportions. (The standard minifigure has three different scales. Height is one scale, width is another, depth is still a third.) Plenty of boys like Disney movies too. Everyone likes friends (it's kind of embedded in what it means to be a friend.) The fact that The Hobbit and Lord of the Rings are in the "normal (male) people" section indicates that something based on elves could be marketed to everyone, not just girls.
And that's the problem. Every single line that Lego makes could be marketed to everyone, regardless of gender. They've decided to segregate things based on stereotypes. Even if the offerings to boys and girls were totally equal in number, having different things for them would be fucked up in itself. The lines should be marketed based on what they are, not the gender Lego executives sexistly assume will want to play with it.
If, for example, Technic has fewer girls buying it I offer two possible reasons:
- The marketing for Technic is exclusively marketed at not-girls
- Technic figures (larger than normal mini-figures) do not include female characters of any kind. That's a pretty clear, "No girls allowed sign," being hung on the entire line.
Neither of those indicates that girls wouldn't like Technic.