I am writing to let you know of the frustration I have experienced, as a parent, with your product selection. I am the proud father of two young girls, ages 2 & 4. My 4 year old has recently discovered the extreme joy and satisfaction of Legos.
Unfortunately, the vast majority of your products are either specifically geared towards boys (star wars, space action, indiana jones, etc.), or gender-neutral, but with a distinct bias towards boys (city, race cars & helicopters, etc.).
Strict gendering of toys is nothing new, and Lego has often been at the forefront of positive representations and role-models for children. But the reality is that girls are generally segregated to pink & purple "girlie" products. A perfect example of this is your Belville line.
Now, I'm not asking for miracles. But small steps could be taken to include more female oriented role-models and activities into your products. Women have entered the workforce in great numbers, and more "female" interests could be reflected in your product design - such as veterinary clinics, dance studios, hair salons (still not the most "empowered" role-models, but at least an expression of girl-friendly play).
I write all of this because it was with great sadness that, after the excitement building and playing with Legos at home, we took a trip to the local Toys R' Us and my daughter was quite saddened when faced with row after row of "boy" Legos. There were only two obvious "girl" items - the pink starter bucket and the small Belville doghouse. There were also few possible female options, such as the modern house and a few farm scenes, but they just didn't seem like they were really "made for her".
I speak not only as a parent, but as a credentialed Kindergarten teacher. I know the incredible educational power of Legos. Kids are developing their fine motor skills, numeracy, spatial awareness, cause and effect, problem solving, literacy (following the instructions), and many more skills. These are just the type of skills that future female math & science graduates need - and that are SORELY lacking in girl toys in general!
My daughter LOVES Legos - as do I - and I would really love to see a stronger attempt at the Lego company to develop more positive Lego products for girls. I want my daughter's daughters to feel the same sort of joy that I had as a child with Legos.
Thank you very much...