In a recent edition of the LEGO Club magazine, beauty advice aimed at young girls has sparked some debate among parents. Emma Thompson, a mother of a 7-year-old, was taken aback when her daughter, while browsing through the magazine, suddenly expressed an interest in discussing face shapes and suitable haircuts for oval and square faces.
The magazine features charming LEGO mini-dolls in a LEGO hair salon, seemingly about to experience some pampering. One of the beauticians in the magazine cheerfully advises: “Yes, YOU are beautiful! If you’re thinking about changing your look, here are some tips to find the perfect haircut for your face shape.”
A few years back, LEGO launched the “LEGO Friends” line, specifically targeted at girls. While this initiative was met with criticism for promoting specific gender roles through beauty parlors and cafes, Emma’s daughter gravitated towards LEGO Friends over the traditional sets her brother enjoyed. Faced with her interest, Emma opted to buy the pink-themed building toys, believing they were better than offering no building options at all.
However, Emma is concerned that the introduction of beauty tips implies there’s something about their appearance that needs to be altered. She points out that LEGO Friends is marketed to children between 5 and 12 years old. “It seems premature for such young girls to hear from the oval-faced LEGO character Emma that square-faced girls should get haircuts to ‘soften their edges,’ or that long-faced girls can benefit from cuts to ‘shorten their face’,” she expresses.
At just 7 years old, children should be encouraged to run, jump, and immerse themselves in imaginative play, not focused on beauty standards. This concern is further echoed by the existence of toys aimed at even younger children that include items like lipstick and mirrors.
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In summary, LEGO’s recent magazine feature has raised eyebrows among parents who feel that young girls should be encouraged to embrace their individuality rather than conform to beauty standards. While the intention behind LEGO Friends was to engage girls in building, the focus on physical appearance may be sending the wrong message to impressionable minds.