After a YouTube Rant and an Online Campaign, Lego Designs Female Figurines

A YouTube Video and a handwritten letter by two different, special young girls inspires an online campaign that sends a very strong message to the makers of Lego figurines.

Riley Maida, 4, makes a public rant on YouTube begging the question, "Why do the girls have to buy princesses?"

"The companies who makes these try to trick the girls into buying the pink stuff instead of stuff that boys want to buy. Some girls like superheroes, some girls like princesses. Some boys like superheroes. Some boys like princesses," she adds.

Seven-year-old Charlotte Benjamin had something to say too.  She asked two simple questions: Why are there more boy figurines than girls, and why can't the girls have jobs and go on adventures like the boy legos?

Let's just say that Lego got the message. Last September, Lego released a mini-female scientist figurine, among others that over the years have worked in STEM fields.

This is the first time, however, that Lego has stepped out to construct female figurines that will have various occupations and be involved in gender-neutral activities. This set of toys will be called the "Research Institute" collection, a far cry from the previous "Friends Collection."

In fact, people are commenting on the benefit such toys will have on developing children.

"Unlike tiaras and pink chiffon, Lego play develops spatial, mathematical, and fine motor skills, and lets kids build almost anything they can imagine, often leading to hours of quiet, independent play," wrote Businessweek's Brad Wieners.

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