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For a historical perspective, LEGO's gender policy in advertising and product development seemed to swing around every 5 Years or so in the 70s. http://thinkin
by mxfh 12y ago
For a historical perspective, LEGO's gender policy in advertising and product development seemed to swing around every 5 Years or so in the 70s.
http://thinkingbrickly.blogspot.de/2012/01/lego-gender-gap.html http://thinkingbrickly.blogspot.de/2012/01/lego-gender-gap.h...
Compare this to the still great and gender encompassingly written, but still clearly gendered approch from '74 to introduce the homemaker line:
http://helpemptymyattic.co.uk/vintage-lego-little-girls-think-big-leaflet-catalogue-1974 http://helpemptymyattic.co.uk/vintage-lego-little-girls-thin...
http://www.bricklink.com/catalogItemPic.asp?C=c74ukhom http://www.bricklink.com/catalogItemPic.asp?C=c74ukhom
funnily enough the now internet famous introductory text was always cited out of it's context:
http://io9.com/these-lego-instructions-from-1974-are-awesome-and-yes-1662169567 http://io9.com/these-lego-instructions-from-1974-are-awesome...
There was another version other of the same year clearly aimed at boys (sorry only dutch version here). [1] Correction, its actually quite generic and very inclusive/neutral compared to the 1976 UK version [2]
[1a] http://www.bricklink.com/catalogList.asp?q=97875 http://www.bricklink.com/catalogList.asp?q=97875
[1b] http://worldbricks.com/fr/my-instructions/download/file.html?fid=87.4017 http://worldbricks.com/fr/my-instructions/download/file.html... [pdf]
[2]http://worldbricks.com/en/my-instructions/download/file.html?fid=87.4025 http://worldbricks.com/en/my-instructions/download/file.html... [pdf]
- JoeAltmaier 12y agoSorry don't read Dutch but the pictures aren't 'aimed at boys' in any way at all. Unless you're projecting your own prejudices - trains and trucks are only for boys? Explain!
- mxfh 12y agoSorry messed that up, you're right that the '74 builder catalog was very inclusive/generic but somehow the '76 one overshadowed this already in my memory (similiar models, strictly for lads). http://www.bricklink.com/catalogItem.asp?C=c76uk http://www.bricklink.com/catalogItem.asp?C=c76uk http://worldbricks.com/en/my-instructions/download/file.html?fid=87.4025 http://worldbricks.com/en/my-instructions/download/file.html... [PDF] Yet the '74 homemaker one is clearly aimed at girls, and only mentions boys in the foreword. http://helpemptymyattic.co.uk/vintage-lego-little-girls-think-big-leaflet-catalogue-1974 http://helpemptymyattic.co.uk/vintage-lego-little-girls-thin... My point is LEGO had quite the on/off approach with gender in their advertising for decades already, and yes I like the 1981 one.