IF YOU’VE EVER walked through a major toy shop, you’ll know what we mean when we talk about gender marketing. Aisle upon aisle of candy-pink “girl” toys – and, on the other side, blue, yellow and red stacks of toys for boys.
Even Lego, long the last outpost of gender-neutral toys, caved in and produced, at the end of 2011, a line of pink and purple blocks themed “Friends” aimed explicitly at girls. What infuriated many women was the notably curvier figurines and the storyline – a beauty salon, bakery, pet shop and design studio, among others, set in “Heartlake City”.
It caused an outcry, and a pair of American consumer activists even launched an online petition that garnered nearly 50 000 signatures to make Lego back down. Lego, however,…
