Segregration of children into feminine and masculine – the role of toys

This little girl is holding a LEGO set. The LEGOs are not pink or “made for girls.” She isn’t even wearing pink. The copy is about “younger children” who “build for fun.” Not just “girls” who build. ALL KIDS.

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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.

To contrast, here’s an image of a LEGO Friends set — a line made specifically for girls in 2011: 

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Unfortunately, LEGO is not the only brand that has become increasingly girly over the years.  My Little Pony, Cabbage Patch Kids, and even Trolls have undergone extreme makeovers. Take a look for yourself: Sociological images – the societypages 

Source: The Huffingtonpost 17/01/2014

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