Empowering Ads for Girls: LEGO
As far as empowering ads for girls, LEGO was ahead of its time. In an age when little girls and boys are treated as though they are two entirely different species by toy marketers, this 1981 ad for LEGO issues an important reminder. One that LEGO is going back to in its newest ad.
LEGO is returning to this idea because in 2011 they created the LEGO Friends series, building block sets for girls. Leaving many bellowing, albeit virtual, "Why?"
One in particular was a 4 year old named Riley Maida. In her 1 minute and 11 second rant she reminds Marketers that "girls don't just like pink!"
The LEGO Group said that the LEGO Friends line was designed based on four years of research into the ways in which boys and girls play. Lego research has long indicated that boys tend to build in a "linear" fashion, replicating what's on the box, while girls prefer a more personal approach—creating their own story-filled environments and even imagining themselves living inside them. Now I could argue this, because anyone who has seen the LEGO movie or really plays with LEGOS does more than whats just on the box.
In my personal opinion, after taking a look at this LEGO Friends lines, I have to say it looks boring. I will never buy them. Though this ad at least makes them look interesting. If you want a pink toy they're are plenty out there. LEGO is about imagination. Which it seems they finally are remembering in the 60-second spot below from Union Made Creative and director Brigg Bloomquist. The adfocuses on independence that both inspires and is reinforced by imaginative play.
My only criticism of this ad is that they only feature the girl playing with the LEGO Friends line. The girl featured does not play with other lines from LEGO.