LEGO to launch strong female characters (and they’re not in pink!)

June 5, 2014

I know I’m always rabbiting on about the dearth of great LEGO for girls, and lamenting toys for girls that are sometimes dumbed down, but here’s some good news – a trio of strong female characters will be Legofied soon. The characters —an astronomer, a paleontologist and a chemist — are the work of Dr Ellen Kooijman, a geochemist and Lego fan from Stockholm.

The science-themed project, called “Research Institute”, was selected as the latest Lego Ideas winner, and is set to hit shelves in August 2014. Lego Ideas is a website that gives fans an opportunity to submit ideas for new sets. Each idea that gets 10 000 supporters is reviewed by a board of set designers and marketing representatives and after that, only a few designs are chosen for production.

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Ellen explained on her blog that: “As a female scientist I had noticed two things about the available Lego sets: a skewed male/female minifigure ratio and a rather stereotypical representation of the available female figures. It seemed logical that I would suggest a small set of female minifigures in interesting professions to make our LEGO city communities more diverse.”

In her project proposal, Kooijman wrote: “The motto of these [s]cientists is clear: explore the world and beyond!”

The toy company has been criticised in the past for creating “weak” female characters whose only job titles include beauty, hair or food.

Ellens’s design beat six other proposed projects, including a Sherlock set and a Legend of Zelda set.

Via The Guardian

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2 Comments

  • Tidi

    My little baby will surely enjoy these when time comes that she is able to play with toys…..growing up to embrace herself as a strong woman

    June 5, 2014 at 9:43 am Reply
  • Heather

    Wow, good news!

    June 5, 2014 at 11:17 am Reply
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