Mises Daily Monday: Un-PC Lego Making Toys Girls Like

Home | Feed | Blog.rss

Mises Daily Monday: Un-PC Lego Making Toys Girls Like

  • Un-PC Lego Insists on Making Toys Girls Like

January 18, 2016

Ryan McMaken writes today:

If Lego ignored what girls really wanted, and marketed something else, they would not make as much money. Or no money at all.

This explains how Lego became a “boy’s brand” in the first place.

After marketing its toys for years in a unisex manner, Lego found by the 1980s that all its best-selling sets were “boy” sets featuring pirates and knights and spacemen.

The company then began to market more aggressively to boys, since like most companies, it ended up focusing on the most profitable sector of its customer base.

Lego still attempted to market to girls, but failed, perhaps even due to genuine sexism. Thinking that girls did not want the same level of rigor in construction as boys, Lego in the 1970s and afterward marketed a variety of “simplified” types of Legos that failed. These included Lego jewelry sets known as “Scala” and easy-to-build sets based on mimicking doll houses.

If Lego was being sexist, it was punished by the market for it. Lego simply failed to cater to the wants and needs of girls. And it endured foregone profits because of it.

Full article here.

Note: The views expressed on Mises.org are not necessarily those of the Mises Institute.

Follow Mises Institute

Follow @mises

When commenting, please post a concise, civil, and informative comment. Full comment policy here.

Add Comment