I got an email from LEGO this morning advertising their new Friends line.  It’s all pink, aimed at girls and doesn’t have the classic mini-figs.

Click to see what I emailed them:

As an adult, feminist woman, I find myself incredibly disappointed at the LEGO Company’s choice to create and release the LEGO Friend sets, aimed at girls.


In a world where gender boundaries and roles are becoming increasingly blurred, this is a very backwards step for you to be taking.


As a little girl I was more than happy to spent hours playing with my LEGO sets, none of which were “girls” sets.  LEGO was my favorite toy back then and even now that I am in my twenties, I still enjoy playing with LEGO.  Some of my favorite sets were some of the most “boyish” ones, but that was fine because children don’t see, and shouldn’t be discouraged from playing with any type of toy because of gender.


As a long time fan of LEGO, I hate to admit that my faith in you and your toys has been shaken, but it has.  I strongly urge you to consider the direction in which you corporation is headed.