LEGO Pays Homage to Female Athletes for the First Time
Kalin Ned — June 6, 2023 — Pop Culture
References: fastcompany
A new athlete LEGO set hits the market and the release is certainly a fist for the toy block company. For the first time in its history, LEGO releases a set dedicated to female athletes, challenging stereotyped gender lines and breaking free from common Disney princess sets.
The woman athlete LEGO set comes just as the 2023 FIFA Women’s World Cup is about to launch in July, ensuring that the company will get a lot of traction with its set. Additionally, Renee Guida, LEGO Group’s director of masterbrand, confirmed that the new set is a way for the company "to engage girls more."
The woman athlete LEGO set includes "United States national team legend Megan Rapinoe," striker Yūki Nagasato, Asisat Oshoala, and Australian forward Sam Kerr. In addition to the figurines, the set includes a VAR station, bench section, trophy stage, water bottles, and cones.
Image Credit: LEGO
The woman athlete LEGO set comes just as the 2023 FIFA Women’s World Cup is about to launch in July, ensuring that the company will get a lot of traction with its set. Additionally, Renee Guida, LEGO Group’s director of masterbrand, confirmed that the new set is a way for the company "to engage girls more."
The woman athlete LEGO set includes "United States national team legend Megan Rapinoe," striker Yūki Nagasato, Asisat Oshoala, and Australian forward Sam Kerr. In addition to the figurines, the set includes a VAR station, bench section, trophy stage, water bottles, and cones.
Image Credit: LEGO
Trend Themes
1. Female Athlete Empowerment - LEGO's release of the woman athlete set challenges gender stereotypes and encourages girls to engage in sports and feel empowered.
2. Inclusive Toy Sets - The release of the woman athlete set may lead to more inclusive toy sets that accurately represent individuals of all genders and ethnicities.
3. Sports Industry Growth - The release of the woman athlete set in conjunction with the upcoming FIFA Women's World Cup may lead to growth in the sports industry and increased participation in girl's sports programs.
Industry Implications
1. Toy Industry - Companies in the toy industry should consider developing more inclusive sets to appeal to a wider audience and promote diversity and empowerment.
2. Sports Industry - The sports industry has an opportunity to capitalize on the release of LEGO's woman athlete set and the upcoming FIFA Women's World Cup to promote increased participation in girls' sports programs.
3. Marketing Industry - Marketing agencies can help toy and sports companies capitalize on the trend of female athlete empowerment by creating campaigns that promote inclusive and empowering messaging.
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