I’ve noticed whilst watching documentaries on the TV channel Quest recently, that there are occasional LEGO adverts. I know this particular advert is a few years old now, however what struck me today, whilst viewing it, was the fact how stereotypical it seemed to be in it’s message.
Now I think it’s a good advert, and has been well put together, except for the one fact it highlights male stereotypes in the world of Lego, that it is a ‘boys’ toy, an activity that boys can do with their fathers.
Now I’m sure that this isn’t the LEGO company’s point of view, and I know there are the LEGO ads aimed specifically at girls i.e LEGO Friends, but these are for a specific product and target audience, which is fair enough. However this advert from 2009 is a general advert, highlighting the pure joy and pleasure of using Lego to build your own construction.
In this case the adult builds a traditional looking building, while the childs half has more imaginative aspects thrown in to the house design. So why in a more general themed advert do they use the typical stereotypes of males playing and building with Lego. Why was the same advert not done say with a father and daughter, mother and daughter, or mother and son combination.
Has to be said in this house it’s more likely to be a mother and son doing the building than a father and son.
Maybe the re-enforcement of these typical gender stereotypes in Lego play, have been the reason why in recent years, Lego have struggled to gain the attention of girls into the world of Lego.
What do you think?