LEGO Fans Appalled After Official Magazine Publishes ‘Sexist’ Comic
By Izza Sofia, 20 Dec 2019
Image via REDPIXEL.PL / Shutterstock.com
LEGO has been branded “sexist” for its latest comic strip that suggested that girls would “stick out like sore thumbs” among scientists.
The cartoon, which is found in issue 66 of LEGO House, has a target audience of girls aged seven to 11.
In the offending scenario, two girls have a conversation about sneaking into a meeting.
“I think we should secretly go to the meeting,” one character says. “You’re right, but we won’t be able to just walk right in,” the second character replies.
“A group of girls among researchers—we’ll stick out like sore thumbs.”
The characters then decide to dress up as bakers and hand out muffins so “nobody would suspect a thing.”
The cartoon has suffered backlash, as social media users are appalled that the girls were depicted dismissing their potential of being in the science industry because of their gender, deciding to adopt a conventionally female role instead.
Internet users have criticized that LEGO should be “ashamed” of its “sexist” cartoon.
“Please stop telling my daughter they can’t become scientists,” one angry Twitter user responds. “Remove this #sexist crap.”
“This is so disappointing to a lifetime LEGO lover and female researcher,” one user tweets.
A spokesperson for LEGO has apologized for the comic and admitted that the publication has “missed the mark.”
The story was meant to show that girls have different “interests and passions including science” but the choice of words used have “missed the mark” and LEGO is ashamed of that, the representative tells Independent, elaborating that company will learn from its mistakes and do better in the future.
@LetToysBeToys @LEGO_Group Both my children love Lego, and this makes me want to run in the opposite direction. Sort out your magazines, this is an embarrassment to your brand. pic.twitter.com/ZPRjT2BlTZ— Mrs B (@laurabee1980) December 14, 2019
@Astropartigirl I got a response from someone at Lego on LinkedIn.— Quantum Leap (@QLMentoring) December 19, 2019
Attaching their response and my response. @jesswade @RankinProf @SJDJ @FunSizeSuze @NancyDoylePsych @DiversityChall @tigerinstemm @Stemettes @MinoritySTEM @YouthSTEMM @WOMENinSTEM_IC @STEMEquals #WomenInSTEM pic.twitter.com/nmG05Ef4h1
Doing dome research on barriers barriers 2 women in STEM & I come across this egregiously bad comic from @LEGO_Group on my feed. Females don't need 2 BAKE smthing 2 get into a research meeting folks. @EquateScotland - want a new example of sexist guff 4 your next ppt pres? https://t.co/cUMuNMp0d3— R Cavaghan (@RCavaghan) December 19, 2019
“A group of girls among researchers – we’ll stick out like sore thumbs!”🤦♀️All I want for #Christmas is for toy companies to stop indoctrinating girls with sexist stereotypes. Dear @LEGO_Group, it's almost 2020, women BELONG in science and you are an embarrassment #WomenInSTEM https://t.co/d56wxeXI5W— Giedrė Astrauskaitė (@GiedreAstra) December 19, 2019
Hey, @LEGO_Group, would you please stop telling my daughter and other #girls that they can't be(come) scientists, that #research is boring, and that they'd better bake and cook? It's 2019, not 1959. Remove this #sexist crap. https://t.co/ZBYV7dLE00— Martin Stervander (@nesospiza) December 19, 2019
This makes me ill, that in 2019 people are still perpetuating the stereotype that girls don't do science. "What a load of scientific jargon! Booooring. Time to do some baking." !%$#*&!!!https://t.co/MfMNUacMpZ— Dee Garretson GONE BY NIGHTFALL jan 2020 (@deegarretson) December 19, 2019
[via Independent, opening image via REDPIXEL.PL / Shutterstock.com]
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