In what will probably be regarded as a controversial move, LEGO has started issuing different versions of the club magazine to female members. I know this because I enroled my wife last year so I could get the exclusive Max minifigure :-)
So yesterday, my 'male' version arrived featuring Ninjago, Super Heroes, Star Wars, Creator, City, Dino and Technic and today my wife's 'female' one landed on the doorstep featuring Friends, City, SpongeBob, LEGO Champions game and a 'cool creations' page featuring just girls. The only common content is the City (forest) spread.
What do you think? I understand totally that no self-respecting 7-year-old boy would be seen dead with a Friends set, but what about the other way round? Does this move reinforce stereotypes and dictate what is acceptable for girls to play with? Or is it a sensible and acceptable marketing move?
Commenting has ended on this article.