Abstract

In January 2014, seven‐year‐old Charlotte Benjamin wrote a letter to LEGO in which she described a lack of LEGO options for girls. Charlotte's letter has since gone viral. Many critics of the LEGO Friends theme have cited it in articles and blog posts about how this girls theme reinforces negative gender stereotypes. LEGO introduced the Friends theme in early 2012 explicitly as the "girls theme" to replace the unsuccessful LEGO Belville theme. Many fans of LEGO found the gender imbalance unfortunate, because, as studies indicate, playing with blocks, in particular in structural play, can significantly enhance spatial and mathematical skills. LEGO's solution was to create a theme in which purple and pink colors dominate the fictional place: Heartlake City. LEGO also introduced a new kind of figure: the mini‐doll. The mini‐doll is different from the traditional LEGO minifigures in being less blocky, more styled and taller; it is also a bit more feminine in appearance.