Lego has always been associated with boys, but that is changing fast. Until very recently, upon walking around Lego retail stores, two things became immediately obvious: Lego is everyone, and Lego is for boys. The classic Lego building kits include rockets, trains, helicopters, spaceships, Lego ninjago, and aliens. As the author of ‘Cinderella Ate My Daughter’, Peggy Orenstein, said: “They might as well have a No Girls Allowed sign”. The Lego Group, it is true, has focused exclusively on boys over the years but the short-term effectiveness of this strategy has become evident to the company.
It is undeniable that as boys go through their “Lego phase”, girls go throw their “princess phase”. Yet Lego has significant benefits for the child that dolls simply do not have. Lego enables children to develop their mathematical, spatial, and motor skills, something which dolls simply do not do. This has led to many frustrated parents who wish their girls could also play Lego and develop the same skills that their brothers are developing.
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