A female scientist toy by LEGO is currently in development, after being chosen as the latest winner of LEGO's Ideas. The contest allows people to submit and vote on play set proposals they'd like to see sold in stores. This submission was received by Dr. Ellen Kooijman, a stockholm-based geochemist and LEGO fan who wishes to encourage girls to "explore the world and beyond."
Launching this toy is a smart move for the brand, as it recently came under fire for gender stereotyping its toys. Specifically, the company suffered a loss after it released its 'LEGO friends' series, which featured female figures working at beauty salons and bakeries.
In contrast, the scientist series, which is titled 'Research Institute,' features lady scientists (such as an astronomer, a paleontologist and a chemist) and their corresponding tools (a telescope, a skeleton and a lab).
Gender Positive LEGOs
LEGO Launches a Female Scientist Toy
Trend Themes
1. Gender-positive Toys - LEGO's creation of a female scientist toy is part of a larger trend towards gender-inclusive and empowering toys for children.
2. Crowdsourcing Product Ideas - LEGO's Ideas contest demonstrates the value of crowdsourcing in the product development process and allows consumers to have a direct impact on a company's offerings.
3. Revitalizing Brand Identity - By responding to criticism and diversifying its product line, LEGO is able to stay relevant and appeal to a wider range of consumers.
Industry Implications
1. Toy Manufacturing - The toy industry can recognize the opportunity to create diverse and empowering toys that reflect the changing values and demands of society's parents and children.
2. Crowdsourcing Platforms - Companies that create or offer platforms for crowdsourced product development can take advantage of the growing trend towards consumer involvement in the product creation process.
3. Corporate Social Responsibility - Companies seeking to improve their brand identity and appeal can invest in addressing customer concerns through initiatives such as diversification and inclusivity in product offerings.