[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.33,0:00:06.55,Default,,0000,0000,0000,,♪ Each day there’s adventure, always something new, and the team that dreams tomorrow up is LEGO Land and You ♪
Dialogue: 0,0:00:06.55,0:00:09.47,Default,,0000,0000,0000,,In my last video we visited the pastel coloured,
Dialogue: 0,0:00:09.47,0:00:13.40,Default,,0000,0000,0000,,gender stereotyped suburban wasteland that is the LEGO Friends theme.
Dialogue: 0,0:00:13.40,0:00:19.53,Default,,0000,0000,0000,,We also took a tour of LEGOs ridiculous and slightly hilarious attempts to market to girls in the past several decades.
Dialogue: 0,0:00:19.53,0:00:24.36,Default,,0000,0000,0000,,So if you haven’t watched that one go ahead and check it out before continuing on to this one.
Dialogue: 0,0:00:24.36,0:00:28.95,Default,,0000,0000,0000,,It’s no secret that LEGO’s clubhouse is currently designed and marketed primarily for boys.
Dialogue: 0,0:00:28.95,0:00:33.32,Default,,0000,0000,0000,,Reporter: There are very few toy brands as ubiquitous as LEGO.
Dialogue: 0,0:00:33.32,0:00:39.21,Default,,0000,0000,0000,,And yet research shows that LEGO only clicks with about half of all children, the male half.
Dialogue: 0,0:00:39.21,0:00:41.62,Default,,0000,0000,0000,,Boy: Look at mine mommy
Dialogue: 0,0:00:41.62,0:00:47.71,Default,,0000,0000,0000,,Reporter: Since 2005 LEGO has embraced that, marketing almost exclusively to little boys.
Dialogue: 0,0:00:47.71,0:00:50.63,Default,,0000,0000,0000,,And it’s giving boys a boost in the world,
Dialogue: 0,0:00:50.63,0:00:53.94,Default,,0000,0000,0000,,LEGO play has been attributed with accelerating boys development.
Dialogue: 0,0:00:53.94,0:00:58.26,Default,,0000,0000,0000,,Research shows that it helps fine tune spacial and math skills.
Dialogue: 0,0:00:58.26,0:01:03.37,Default,,0000,0000,0000,,How did the company shift from their initial relatively gender neutral universal building experience,
Dialogue: 0,0:01:03.37,0:01:05.65,Default,,0000,0000,0000,,to a more male dominated one?
Dialogue: 0,0:01:05.65,0:01:07.73,Default,,0000,0000,0000,,Well it wasn’t by accident.
Dialogue: 0,0:01:07.73,0:01:10.19,Default,,0000,0000,0000,,The LEGO group intentionally did it in three ways.
Dialogue: 0,0:01:10.19,0:01:12.61,Default,,0000,0000,0000,,#1 Marketing exclusively to boys:
Dialogue: 0,0:01:12.61,0:01:16.16,Default,,0000,0000,0000,,LEGO has been intentionally designing, creating and marketing
Dialogue: 0,0:01:16.16,0:01:22.29,Default,,0000,0000,0000,,almost the entire LEGO universe specifically and exclusively to boys since at least the mid 1980’s.
Dialogue: 0,0:01:22.29,0:01:26.75,Default,,0000,0000,0000,,First lets take a quick look at the history of LEGO’s marketing before this gendered shift occurred.
Dialogue: 0,0:01:26.75,0:01:33.69,Default,,0000,0000,0000,,LEGO can be traced back to the early 1930’s but started producing their interlocking plastic bricks in 1949.
Dialogue: 0,0:01:33.69,0:01:36.47,Default,,0000,0000,0000,,♪ LEGO a whole new world to build
Dialogue: 0,0:01:36.47,0:01:41.56,Default,,0000,0000,0000,,This young girl had such fun, she used LEGO one by one.
Dialogue: 0,0:01:41.56,0:01:47.39,Default,,0000,0000,0000,,With a nic-nac-paddy-wack build a house of grand, this young girl’s a LEGO fan. ♪
Dialogue: 0,0:01:47.39,0:01:52.78,Default,,0000,0000,0000,,LEGO focused on marketing their products with a strong emphasis on creative play, cooperation, and imagination
Dialogue: 0,0:01:52.78,0:01:59.49,Default,,0000,0000,0000,,for the next three decades in a relatively universal way to children of all genders, even as something that families can do together.
Dialogue: 0,0:02:05.96,0:02:11.42,Default,,0000,0000,0000,,By the mid 80’s, however, girls had all but disappeared and LEGO was marketing almost exclusively to boys.
Dialogue: 0,0:02:11.42,0:02:15.22,Default,,0000,0000,0000,,Some of you might remember Zack, you know, the LEGO maniac.
Dialogue: 0,0:02:15.22,0:02:17.30,Default,,0000,0000,0000,,♪ I know a boy his name is Zack,
Dialogue: 0,0:02:17.30,0:02:19.35,Default,,0000,0000,0000,,his micro chips are out of wack,
Dialogue: 0,0:02:19.35,0:02:21.43,Default,,0000,0000,0000,,he built a Blacktron Cadillac,
Dialogue: 0,0:02:21.43,0:02:23.56,Default,,0000,0000,0000,,he’s Zack the LEGO Maniac.
Dialogue: 0,0:02:23.56,0:02:25.60,Default,,0000,0000,0000,,He sent his cosmic fleet to Mars,
Dialogue: 0,0:02:25.60,0:02:27.65,Default,,0000,0000,0000,,he’s out there cruising with the stars.
Dialogue: 0,0:02:27.65,0:02:29.73,Default,,0000,0000,0000,,His mind is lost in outer space
Dialogue: 0,0:02:29.73,0:02:34.24,Default,,0000,0000,0000,,A cosmonaut, earth calling Zack, hey Zack come back! ♪
Dialogue: 0,0:02:34.24,0:02:36.36,Default,,0000,0000,0000,,ZACK became the official LEGO mascot,
Dialogue: 0,0:02:36.36,0:02:40.99,Default,,0000,0000,0000,,he embodied the LEGO experience and helped to identify the brand with boys’ play.
Dialogue: 0,0:02:40.99,0:02:44.25,Default,,0000,0000,0000,,Boys continued to dominate LEGO’s marketing for the next two decades.
Dialogue: 0,0:02:44.25,0:02:48.65,Default,,0000,0000,0000,,♪ Once upon a time a boy discovered a magic castle.
Dialogue: 0,0:02:48.65,0:02:54.88,Default,,0000,0000,0000,,Inside was a bat lord and his knights, a witch and the smell of rotting bones.
Dialogue: 0,0:02:54.88,0:03:02.14,Default,,0000,0000,0000,,It was time to go, and the boy tried to escape but the witch insisted he stay…
Dialogue: 0,0:03:02.14,0:03:03.71,Default,,0000,0000,0000,,for dinner.
Dialogue: 0,0:03:03.71,0:03:05.98,Default,,0000,0000,0000,,LEGO Mania. ♪
Dialogue: 0,0:03:05.98,0:03:07.88,Default,,0000,0000,0000,,Yeaaaaaa…
Dialogue: 0,0:03:09.31,0:03:12.26,Default,,0000,0000,0000,,♪ Pistons that pump
Dialogue: 0,0:03:12.26,0:03:15.48,Default,,0000,0000,0000,,Gears that'll get you going
Dialogue: 0,0:03:15.48,0:03:18.07,Default,,0000,0000,0000,,Motors that muscle
Dialogue: 0,0:03:18.07,0:03:21.57,Default,,0000,0000,0000,,and blades that’ll blow you away.
Dialogue: 0,0:03:21.57,0:03:24.99,Default,,0000,0000,0000,,Technically speaking it'll turn you on.
Dialogue: 0,0:03:24.99,0:03:28.84,Default,,0000,0000,0000,,LEGO Mania. LEGO Mania. ♪
Dialogue: 0,0:03:29.50,0:03:35.71,Default,,0000,0000,0000,,In 2011, LEGO made sure to drive home the point that LEGOs are for boys with their Build Together marketing campaign.
Dialogue: 0,0:03:35.71,0:03:38.78,Default,,0000,0000,0000,,Ah the father and son roadtrip
Dialogue: 0,0:03:38.78,0:03:43.18,Default,,0000,0000,0000,,Just a little imagination and you’re good to go.
Dialogue: 0,0:03:43.18,0:03:46.19,Default,,0000,0000,0000,,It’s been said that a man’s home is his castle
Dialogue: 0,0:03:46.19,0:03:51.11,Default,,0000,0000,0000,,and truer words were never spoken when that home is in the hands of this father and son team.
Dialogue: 0,0:03:51.11,0:03:55.32,Default,,0000,0000,0000,,Well done gentlemen, well done indeed.
Dialogue: 0,0:03:55.32,0:04:00.45,Default,,0000,0000,0000,,Each ad revolves around fathers and sons collaborating on imaginative LEGO creations.
Dialogue: 0,0:04:00.45,0:04:05.70,Default,,0000,0000,0000,,You’ll notice there are no grandmothers, mothers, daughters or sisters building together.
Dialogue: 0,0:04:05.70,0:04:10.54,Default,,0000,0000,0000,,#2 Producing male identified and male centered themes and sets:
Dialogue: 0,0:04:10.54,0:04:14.38,Default,,0000,0000,0000,,Over the next of couple decades but especially in the late 90’s and early 2000’s
Dialogue: 0,0:04:14.38,0:04:20.04,Default,,0000,0000,0000,,LEGO began creating and producing more sets that were intentionally male identified and male centered.
Dialogue: 0,0:04:20.04,0:04:22.73,Default,,0000,0000,0000,,To reinforce that LEGOs are specifically for boys,
Dialogue: 0,0:04:22.73,0:04:27.68,Default,,0000,0000,0000,,LEGO made their products male centered by populating their sets and themes with male minifigures.
Dialogue: 0,0:04:27.68,0:04:32.40,Default,,0000,0000,0000,,Male centered means that the focus of attention is on men, their stories and what they do.
Dialogue: 0,0:04:32.40,0:04:36.69,Default,,0000,0000,0000,,In terms of LEGO, this refers to their shift from their original less gendered minifigures
Dialogue: 0,0:04:36.69,0:04:39.24,Default,,0000,0000,0000,,to sets and themes dominated by male characters,
Dialogue: 0,0:04:39.24,0:04:44.28,Default,,0000,0000,0000,,moving away from the 2 dots and a smiley face to frowns, sneers and facial hair.
Dialogue: 0,0:04:44.28,0:04:49.33,Default,,0000,0000,0000,,On the rare occasion when women do appear, they’re sporting bright red lipstick, curves and cleavage.
Dialogue: 0,0:04:49.33,0:04:52.87,Default,,0000,0000,0000,,The lack of female minifigures in the LEGO universe is staggering,
Dialogue: 0,0:04:52.87,0:05:01.80,Default,,0000,0000,0000,,conservative estimates reveal that the ratio of unique male identified minifigures to unique indentified female minifigures is 18:1.
Dialogue: 0,0:05:01.80,0:05:06.39,Default,,0000,0000,0000,,The minifigure gender disparity only got worse when LEGO started making sets based on movie franchises
Dialogue: 0,0:05:06.39,0:05:10.29,Default,,0000,0000,0000,,such as Star Wars, Indiana Jones and Pirates of the Caribbean,
Dialogue: 0,0:05:10.29,0:05:13.03,Default,,0000,0000,0000,,because those films are male centered and male identified,
Dialogue: 0,0:05:13.03,0:05:18.44,Default,,0000,0000,0000,,not surprisingly the themes and sets based on them are also male centered and male identified.
Dialogue: 0,0:05:18.44,0:05:22.78,Default,,0000,0000,0000,,Out of the two hundred and fifty plus unique mini figures in the Star Wars sets for instance,
Dialogue: 0,0:05:22.78,0:05:25.20,Default,,0000,0000,0000,,you can count the number of women on your fingers.
Dialogue: 0,0:05:25.20,0:05:29.70,Default,,0000,0000,0000,,This positions boys and masculinity as the default for the LEGO universe.
Dialogue: 0,0:05:29.70,0:05:31.29,Default,,0000,0000,0000,,Who can help us?
Dialogue: 0,0:05:31.29,0:05:36.96,Default,,0000,0000,0000,,ADU is here. Step aside ma’am, let the ADU take over, go get em boys!
Dialogue: 0,0:05:36.96,0:05:41.97,Default,,0000,0000,0000,,#3 Focusing on stereotypical boys play scenarios with an emphasis on combat:
Dialogue: 0,0:05:41.97,0:05:45.10,Default,,0000,0000,0000,,Remember that whole creativity and imagination thing?
Dialogue: 0,0:05:45.10,0:05:47.60,Default,,0000,0000,0000,,♪ You can build this transport pretending you’re on Mars.
Dialogue: 0,0:05:47.60,0:05:50.68,Default,,0000,0000,0000,,The box shows ways to change it by snapping off the cars.
Dialogue: 0,0:05:50.68,0:05:53.27,Default,,0000,0000,0000,,You can snap them back together and get a scouting craft
Dialogue: 0,0:05:53.27,0:05:56.18,Default,,0000,0000,0000,,or match them with a laser for a base defender craft.
Dialogue: 0,0:05:56.18,0:05:59.19,Default,,0000,0000,0000,,You can make up something wild, supercharged and new.
Dialogue: 0,0:05:59.19,0:06:02.28,Default,,0000,0000,0000,,The sky’s the limit when the team is LEGO Land and you! ♪
Dialogue: 0,0:06:02.28,0:06:07.03,Default,,0000,0000,0000,,That was back in 1985, let’s check in on what’s happening in the contemporary LEGO themes.
Dialogue: 0,0:06:07.03,0:06:09.49,Default,,0000,0000,0000,,Ready your weapons. And get ready.
Dialogue: 0,0:06:09.49,0:06:11.12,Default,,0000,0000,0000,,You control the battle.
Dialogue: 0,0:06:11.12,0:06:12.29,Default,,0000,0000,0000,,Transform to attack mode.
Dialogue: 0,0:06:12.29,0:06:13.42,Default,,0000,0000,0000,,Prepare for battle.
Dialogue: 0,0:06:13.42,0:06:14.54,Default,,0000,0000,0000,,Arm the rockets.
Dialogue: 0,0:06:14.54,0:06:15.50,Default,,0000,0000,0000,,Arm the weapons.
Dialogue: 0,0:06:16.55,0:06:17.21,Default,,0000,0000,0000,,Load the missile.
Dialogue: 0,0:06:17.21,0:06:18.38,Default,,0000,0000,0000,,You can load the bombs.
Dialogue: 0,0:06:18.38,0:06:19.30,Default,,0000,0000,0000,,Man the canons.
Dialogue: 0,0:06:19.30,0:06:20.41,Default,,0000,0000,0000,,Load the rockets.
Dialogue: 0,0:06:20.41,0:06:21.65,Default,,0000,0000,0000,,Arm the missile.
Dialogue: 0,0:06:21.65,0:06:22.68,Default,,0000,0000,0000,,Prepare the torpedoes.
Dialogue: 0,0:06:22.68,0:06:25.11,Default,,0000,0000,0000,,And fight back.
Dialogue: 0,0:06:25.11,0:06:25.61,Default,,0000,0000,0000,,Fire at will.
Dialogue: 0,0:06:25.61,0:06:26.72,Default,,0000,0000,0000,,Fire the canon.
Dialogue: 0,0:06:26.72,0:06:28.14,Default,,0000,0000,0000,,Fire the mighty catapult.
Dialogue: 0,0:06:28.14,0:06:29.03,Default,,0000,0000,0000,,Fire.
Dialogue: 0,0:06:29.03,0:06:29.53,Default,,0000,0000,0000,,Fire.
Dialogue: 0,0:06:29.53,0:06:30.03,Default,,0000,0000,0000,,Fire the missile.
Dialogue: 0,0:06:30.03,0:06:31.85,Default,,0000,0000,0000,,And attack!
Dialogue: 0,0:06:38.90,0:06:42.65,Default,,0000,0000,0000,,While LEGO group itself has admitted that they have prioritized catering to boys,
Dialogue: 0,0:06:42.65,0:06:45.53,Default,,0000,0000,0000,,this has notably shifted their marketing and product design
Dialogue: 0,0:06:45.53,0:06:50.87,Default,,0000,0000,0000,,to be less about LEGO’s educational benefits such as fostering creativity and imagination
Dialogue: 0,0:06:50.87,0:06:54.46,Default,,0000,0000,0000,,to more about combat, aggression, conflict and competition scenarios
Dialogue: 0,0:06:54.46,0:06:58.46,Default,,0000,0000,0000,,which feel a lot more like G.I. Joe then they do the LEGO of yesteryear.
Dialogue: 0,0:06:58.46,0:07:02.34,Default,,0000,0000,0000,,Even in the popular CITY theme we’ve started to see these conflict elements take center stage
Dialogue: 0,0:07:02.34,0:07:06.76,Default,,0000,0000,0000,,with the edition of the cops and robbers subtheme over the last couple of years.
Dialogue: 0,0:07:06.76,0:07:10.01,Default,,0000,0000,0000,,It’s not that women and girls are never interested in combat based play—-
Dialogue: 0,0:07:10.01,0:07:14.39,Default,,0000,0000,0000,,aggression and competition are of course, possible human behaviours for people of all genders.
Dialogue: 0,0:07:14.39,0:07:20.52,Default,,0000,0000,0000,,In our current patriarchal society, however, traits associated with men and masculinity are more highly valued,
Dialogue: 0,0:07:20.52,0:07:23.28,Default,,0000,0000,0000,,even ones that aren’t exactly the most socially beneficial.
Dialogue: 0,0:07:23.28,0:07:28.05,Default,,0000,0000,0000,,♪ Ninjago, rebuild your spinner and win the fight
Dialogue: 0,0:07:28.05,0:07:29.82,Default,,0000,0000,0000,,But what about my sister?
Dialogue: 0,0:07:29.82,0:07:32.30,Default,,0000,0000,0000,,We’re saving a girl? Is she hot?
Dialogue: 0,0:07:34.30,0:07:36.71,Default,,0000,0000,0000,,Become the master of spinjitsu ♪
Dialogue: 0,0:07:36.71,0:07:42.54,Default,,0000,0000,0000,,In this case LEGO has strongly emphasized combat and violent conflict in order to market to boys.
Dialogue: 0,0:07:42.54,0:07:47.51,Default,,0000,0000,0000,,This marketing choice has a further consequence of limiting boys because they miss out on toys that help develop
Dialogue: 0,0:07:47.51,0:07:51.35,Default,,0000,0000,0000,,cooperation, relationship building, nurturing and caregiving.
Dialogue: 0,0:07:51.35,0:07:54.85,Default,,0000,0000,0000,,Now let’s bring all of this back to the new LEGO’s “for girls”.
Dialogue: 0,0:07:54.85,0:07:58.44,Default,,0000,0000,0000,,While the entire concept and marketing of the Friends theme is deeply problematic,
Dialogue: 0,0:07:58.44,0:08:00.60,Default,,0000,0000,0000,,it’s not without some small merits.
Dialogue: 0,0:08:00.60,0:08:07.32,Default,,0000,0000,0000,,The emphasis on sharing, cooperation and nurturing are values that I would love to see infused in toys for children of all genders.
Dialogue: 0,0:08:07.32,0:08:10.75,Default,,0000,0000,0000,,Even the title of Friends draws attention to the importance of relationship building,
Dialogue: 0,0:08:10.75,0:08:15.29,Default,,0000,0000,0000,,however, these values are almost exclusively found in media and toys for girls
Dialogue: 0,0:08:15.29,0:08:18.16,Default,,0000,0000,0000,,and are wrapped up in harmful gender stereotypes,
Dialogue: 0,0:08:18.16,0:08:22.41,Default,,0000,0000,0000,,meanwhile, these positive values are almost entirely absent in toys aimed at boys.
Dialogue: 0,0:08:22.41,0:08:24.59,Default,,0000,0000,0000,,The repercussions of this can be grave,
Dialogue: 0,0:08:24.59,0:08:29.68,Default,,0000,0000,0000,,relegating the responsibility for fostering healthy relationships and communications on women
Dialogue: 0,0:08:29.68,0:08:36.14,Default,,0000,0000,0000,,and simultaneously reinforcing to boys and men that using violence is a practical option for solving conflicts,
Dialogue: 0,0:08:36.14,0:08:38.27,Default,,0000,0000,0000,,even interpersonal ones.
Dialogue: 0,0:08:38.27,0:08:41.77,Default,,0000,0000,0000,,Once LEGO had doubled down on gendering all their products as 'for boys'
Dialogue: 0,0:08:41.77,0:08:47.07,Default,,0000,0000,0000,,they were backed into a corner where they were forced to create a distinct and seperate "for girls" collection.
Dialogue: 0,0:08:47.07,0:08:50.09,Default,,0000,0000,0000,,LEGO Friends is clearly marked as “Not for Boys”
Dialogue: 0,0:08:50.09,0:08:54.37,Default,,0000,0000,0000,,which defacto reinforces that the rest of the LEGO universe is “for boys”
Dialogue: 0,0:08:54.37,0:08:55.99,Default,,0000,0000,0000,,and for boys alone.
Dialogue: 0,0:08:55.99,0:08:59.33,Default,,0000,0000,0000,,If we look at the language in advertisng for the sets marketed to boys,
Dialogue: 0,0:08:59.33,0:09:04.04,Default,,0000,0000,0000,,they're encouraged to actively participate in the building as a core part of the story.
Dialogue: 0,0:09:04.04,0:09:06.00,Default,,0000,0000,0000,,You can build the huge helicopter.
Dialogue: 0,0:09:06.00,0:09:08.66,Default,,0000,0000,0000,,You can build the massive clone turbo tank.
Dialogue: 0,0:09:08.66,0:09:10.26,Default,,0000,0000,0000,,You can build the Batmobile.
Dialogue: 0,0:09:10.26,0:09:11.68,Default,,0000,0000,0000,,You can build the dino truck.
Dialogue: 0,0:09:11.68,0:09:13.14,Default,,0000,0000,0000,,You can build the rocket.
Dialogue: 0,0:09:13.14,0:09:16.39,Default,,0000,0000,0000,,You can build the king’s castle.
Dialogue: 0,0:09:16.39,0:09:20.77,Default,,0000,0000,0000,,But in the LEGO Friend’s marketing the construction is not central to the narrative being sold.
Dialogue: 0,0:09:20.77,0:09:22.48,Default,,0000,0000,0000,,♪ Drive by Olivia's house,
Dialogue: 0,0:09:22.48,0:09:24.56,Default,,0000,0000,0000,,pass the vet's with all the pets,
Dialogue: 0,0:09:24.56,0:09:26.38,Default,,0000,0000,0000,,to the newly built café.
Dialogue: 0,0:09:26.38,0:09:27.32,Default,,0000,0000,0000,,We’re here.
Dialogue: 0,0:09:27.32,0:09:28.70,Default,,0000,0000,0000,,Let’s all help out,
Dialogue: 0,0:09:28.70,0:09:30.20,Default,,0000,0000,0000,,make burgers,
Dialogue: 0,0:09:30.20,0:09:31.07,Default,,0000,0000,0000,,shakes,
Dialogue: 0,0:09:31.07,0:09:31.86,Default,,0000,0000,0000,,bake the cupcakes. ♪
Dialogue: 0,0:09:31.86,0:09:34.100,Default,,0000,0000,0000,,See how things have been built but the action is not attributed to anyone?
Dialogue: 0,0:09:34.100,0:09:37.99,Default,,0000,0000,0000,,The minifigs just show up at the “newly built cafe”.
Dialogue: 0,0:09:37.99,0:09:41.21,Default,,0000,0000,0000,,And the playtime is supposed to happen after the building is complete.
Dialogue: 0,0:09:41.21,0:09:45.17,Default,,0000,0000,0000,,Unlike in the other commercials where boys are encouraged to actively build and construct
Dialogue: 0,0:09:45.17,0:09:46.92,Default,,0000,0000,0000,,as a part of their LEGO experience.
Dialogue: 0,0:09:46.92,0:09:52.51,Default,,0000,0000,0000,,Now, to the credit of girls and women, many of us have stubbornly continued to like the classic sets
Dialogue: 0,0:09:52.51,0:09:56.89,Default,,0000,0000,0000,,despite LEGO’s best efforts to ignore us and kick us out of the LEGO club house.
Dialogue: 0,0:09:56.89,0:09:59.68,Default,,0000,0000,0000,,So LEGO spent four years and millions of dollars
Dialogue: 0,0:09:59.68,0:10:03.23,Default,,0000,0000,0000,,to research the desires of girls to create another Barbie wasteland
Dialogue: 0,0:10:03.23,0:10:07.98,Default,,0000,0000,0000,,and continues to ignore the fact that they already have a potentially great product for girls
Dialogue: 0,0:10:07.98,0:10:09.57,Default,,0000,0000,0000,,it's called LEGO,
Dialogue: 0,0:10:09.57,0:10:11.99,Default,,0000,0000,0000,,or it used to be.
Dialogue: 0,0:10:11.99,0:10:17.20,Default,,0000,0000,0000,,Lego's logic surrounding giving girls what they "want" sounds an awful lot like self fulfilling marketing,
Dialogue: 0,0:10:17.20,0:10:19.51,Default,,0000,0000,0000,,as Lisa Wade pointed out on the Ms. Blog
Dialogue: 0,0:10:19.51,0:10:23.25,Default,,0000,0000,0000,,"Executives are going to great lengths to explain that the line is based on research...
Dialogue: 0,0:10:23.25,0:10:27.84,Default,,0000,0000,0000,,This frame gives the company an excuse for reproducing the same old gender steryotypes
Dialogue: 0,0:10:27.84,0:10:29.75,Default,,0000,0000,0000,,that we see throughout our culture...
Dialogue: 0,0:10:29.75,0:10:32.04,Default,,0000,0000,0000,,In this way they are trying to make it clear that they shouldn't
Dialogue: 0,0:10:32.04,0:10:34.72,Default,,0000,0000,0000,,be held accountable for the messages their products send"
Dialogue: 0,0:10:34.72,0:10:36.80,Default,,0000,0000,0000,,The real takeaway from LEGO's research
Dialogue: 0,0:10:36.80,0:10:40.60,Default,,0000,0000,0000,,is that the literally billions of dollars that the media and toy companies spent
Dialogue: 0,0:10:40.60,0:10:42.14,Default,,0000,0000,0000,,over the last couple of decades
Dialogue: 0,0:10:42.14,0:10:46.33,Default,,0000,0000,0000,,on aggressively gendered marketing and gender stereotyping has worked.
Dialogue: 0,0:10:46.33,0:10:49.58,Default,,0000,0000,0000,,We see fewer commercial of boys and girls playing together,
Dialogue: 0,0:10:49.58,0:10:53.57,Default,,0000,0000,0000,,and more products that segregate boys and girls into different categories of people
Dialogue: 0,0:10:53.57,0:10:58.20,Default,,0000,0000,0000,,each with very rigid and limiting ideas of what roles are appropriate.
Dialogue: 0,0:10:58.20,0:11:00.17,Default,,0000,0000,0000,,All of this marketing is inescapable
Dialogue: 0,0:11:00.17,0:11:04.25,Default,,0000,0000,0000,,and young people and adults alike internalize these deeply harmful and limiting messages.
Dialogue: 0,0:11:04.25,0:11:05.75,Default,,0000,0000,0000,,Although we don't want to believe it,
Dialogue: 0,0:11:05.75,0:11:08.88,Default,,0000,0000,0000,,the truth of it is, that advertising works to manipulate us
Dialogue: 0,0:11:08.88,0:11:12.34,Default,,0000,0000,0000,,and it works really well, or else corporations wouldn't do it.
Dialogue: 0,0:11:12.34,0:11:16.88,Default,,0000,0000,0000,,What LEGO should have done if they were serious about expanding the LEGO universe to include girls
Dialogue: 0,0:11:16.88,0:11:20.56,Default,,0000,0000,0000,,is to actually include them in a meaningful way,
Dialogue: 0,0:11:20.56,0:11:23.81,Default,,0000,0000,0000,,not segregate and separate them into their own pink enclave.
Dialogue: 0,0:11:23.81,0:11:27.81,Default,,0000,0000,0000,,In the future here are two suggestions that LEGO can use as a starting point
Dialogue: 0,0:11:27.81,0:11:30.73,Default,,0000,0000,0000,,to think about producing and marketing new products.
Dialogue: 0,0:11:30.73,0:11:34.86,Default,,0000,0000,0000,,First, they’ve got to integrate more female minifigs characters into their themes
Dialogue: 0,0:11:34.86,0:11:37.32,Default,,0000,0000,0000,,and make them the focus of those sets.
Dialogue: 0,0:11:37.32,0:11:42.24,Default,,0000,0000,0000,,Then they’ve got to completely drop this “ladyfig” doll thing from the entire LEGO universe.
Dialogue: 0,0:11:42.24,0:11:47.91,Default,,0000,0000,0000,,Secondly, LEGO needs to go back to the drawing board and create products that foster creativity and imagination
Dialogue: 0,0:11:47.91,0:11:50.08,Default,,0000,0000,0000,,that children of all genders will adore.
Dialogue: 0,0:11:50.08,0:11:53.80,Default,,0000,0000,0000,,They can start by deemphasizing the macho testosterone and the combat,
Dialogue: 0,0:11:53.80,0:11:59.93,Default,,0000,0000,0000,,and create universally appealing sets that include occupations and adventure scenarios for children of all genders.
Dialogue: 0,0:11:59.93,0:12:03.32,Default,,0000,0000,0000,,LEGO can look to their own specialized Creator collection
Dialogue: 0,0:12:03.32,0:12:07.44,Default,,0000,0000,0000,,which includes sets that are more reminincent of the original LEGO building experience.
Dialogue: 0,0:12:07.44,0:12:10.06,Default,,0000,0000,0000,,These sets even come with three different instruction guides
Dialogue: 0,0:12:10.06,0:12:14.40,Default,,0000,0000,0000,,which help to encourage builders to think about the bricks as remixable elements,
Dialogue: 0,0:12:14.40,0:12:18.32,Default,,0000,0000,0000,,to be taken apart, hacked and rebuilt again in different ways.
Dialogue: 0,0:12:18.32,0:12:22.74,Default,,0000,0000,0000,,Unfortunately the Creator line is not prioritized within the LEGO universe.
Dialogue: 0,0:12:22.74,0:12:27.33,Default,,0000,0000,0000,,This ad campaign from the early 1980’s has been passed around online quite a bit,
Dialogue: 0,0:12:27.33,0:12:31.96,Default,,0000,0000,0000,,not only because it strongly emphasized the confidence building benefits of creative play
Dialogue: 0,0:12:31.96,0:12:38.26,Default,,0000,0000,0000,,but it did so without exploiting gender stereotypes and remarkably it didn’t prioritize boys over girls.
Dialogue: 0,0:12:38.26,0:12:43.43,Default,,0000,0000,0000,,This ad in particular features a young girl proudly displaying her new LEGO creation with the text,
Dialogue: 0,0:12:43.43,0:12:45.40,Default,,0000,0000,0000,,"What it is, is beautiful"
Dialogue: 0,0:12:45.40,0:12:51.58,Default,,0000,0000,0000,,And in fact it is beautiful to feature a young girl who is unconstrained by regressive notions of gender.
Dialogue: 0,0:12:51.58,0:12:54.73,Default,,0000,0000,0000,,In addition to being critical of gender stereotyping,
Dialogue: 0,0:12:54.73,0:12:58.77,Default,,0000,0000,0000,,we ought to be consciously critical of the values being promoted in children’s toys.
Dialogue: 0,0:12:58.77,0:13:01.82,Default,,0000,0000,0000,,And let’s be honest, toys that promote sharing and cooperation,
Dialogue: 0,0:13:01.82,0:13:08.33,Default,,0000,0000,0000,,creativity and imagination are probably a better educational experience for raising healthy, well developed kids
Dialogue: 0,0:13:08.33,0:13:11.75,Default,,0000,0000,0000,,than a constant focus on blowing stuff up and shooting people.
Dialogue: 0,0:13:11.75,0:13:14.29,Default,,0000,0000,0000,,Between the Creator sets and this ad campaign,
Dialogue: 0,0:13:14.29,0:13:19.09,Default,,0000,0000,0000,,its clear LEGO already knows how to create an inclusive, universal play experience
Dialogue: 0,0:13:19.09,0:13:22.22,Default,,0000,0000,0000,,that children of all genders can participate in.
Dialogue: 0,0:13:22.22,0:13:26.84,Default,,0000,0000,0000,,So the next step is to actually do it, across the entire LEGO universe.
Dialogue: 0,0:13:29.26,0:13:30.66,Default,,0000,0000,0000,,I hope you enjoyed that video,
Dialogue: 0,0:13:30.66,0:13:35.48,Default,,0000,0000,0000,,it was probably my most ambitious project to date and took an enormous amount of time to put together,
Dialogue: 0,0:13:35.48,0:13:38.64,Default,,0000,0000,0000,,please help keep Feminist Frequency going by donating today.
Dialogue: 0,0:13:38.64,0:13:46.31,Default,,0000,0000,0000,,You can visit feministfrequency.com/donate