Lego recently released an advertisement that attempted to empower girls. Often Lego is associated with boys and building cars, trucks, or other “male” toys. Emerging companies are beginning to rival Lego’s idea of building blocks so they needed to come up with a counter advertisement. This one outlines the life of a strong girl who defends her decisions and uses Lego to explore her imagination. There is no gender specified Lego product, so they continue to aim their ads at young girls as well as young boys. Nerf guns are also doing the same thing, however they call their guns and arrows the Rebelle brand which is controversial sometimes.
Regardless, Lego is working to end gender stereotypes through their advertisements and products that market to both genders.
They also created a social media campaign with the hashtag #keepbuilding. It’s empowering and effective. Hopefully Lego continues this trend and other toy companies follow suit.