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Lego’s sexist sense of humour

May 7, 2013


Caring is among Lego’s brand values. They say caring is about the desire to make a positive difference in the lives of children…it is about humility – not thinking less of ourselves, but thinking of ourselves less. But recently, a sticker with a street harassment message has put Lego’s values to the test.

Statistics show street harassment is the most prevalent form of sexual violence. In public place 70-99% of women experience sexist remarks. Maybe that is why a dad from Massachusetts responded with such vigour to an inappropriate Lego sticker. While searching with his two young boys in a shop, he came across a sticker with a construction worker shouting “Hey Babe!” at an unseen passerby.

 Disappointed by the sexist message, he wrote a complaint letter to the company, only to receive a mellow apology. Lego also stated the company typically uses humor to communicate the Lego experience. Unsatisfied with their sense of humor, the dad made another attempt trying to find out how could a product with such a statement made through their review process. This time the company took him more seriously, ensuring their licensing deals are now fully aligned with the Lego values. Meanwhile the product has been removed from the shelves. Thank you, dad!


From → Hic Salta

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  1. Abandoning gendered search options | feminet

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