LEGO Systems, Inc.
555 Taylor Road
P.O. Box 1138
Enfield, CT 06083-1138
LEGO used to stand out as an exceptional toy maker who stood apart from the other shameless and reckless manufacturers who make and market gender stereotypic toys devoid of imagination and skill building. Your “Friends” line of “girls” toys challenges this reputation and puts both professionals and parents on alert.
We are horrified and outraged to see how the “Friends” line for girls promotes damaging gender stereotypes and limits creativity and healthy role development.
For starters presenting slimmer, more fashion oriented LEGO people for girls falls right into the pervasive cultural messages for girls to focus on their appearance and on being thin. Your Fashion Design Workshop and Butterfly Beauty Shop focus on appearance also and promote negativity as evidenced by advertisements such as the one saying that the Beauty Shop is a place where girls can “get primped and pretty” and “gossip out on the bench.” Are you serious?????
Research and experience tell us that encouraging girls to focus on appearance and thinness contributes to their belief that external validation is more important than internal validation, in other words, being thin and pretty is more important than who you are or what you can do. The internalization of these values leads to body dissatisfaction and to disordered eating and full blown eating disorders.
Save your reputation and remove or modify this new “friends” line. We for sure are going to get the word out:
Don’t buy the new LEGO “Friends” toy line. It will make you feel bad about yourself and others……With friends like that who needs enemies.
Carolyn Costin MFT
Eating Disorder and Body Image Specialist
Founder Monte Nido Treatment Center
Author: Your Dieting Daughter, The Eating Disorder Sourcebook, !00 Questions and Answers About Eating Disorders and 8 Keys To recovery From an Eating Disorder.