Free Trend Report Free 2018 Report & eBook

Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book. Our Research Methodology

This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.

LEGO Launches a Female Scientist Toy

 - Jun 6, 2014
References: & jezebel
A female scientist toy by LEGO is currently in development, after being chosen as the latest winner of LEGO's Ideas. The contest allows people to submit and vote on play set proposals they'd like to see sold in stores. This submission was received by Dr. Ellen Kooijman, a stockholm-based geochemist and LEGO fan who wishes to encourage girls to "explore the world and beyond."

Launching this toy is a smart move for the brand, as it recently came under fire for gender stereotyping its toys. Specifically, the company suffered a loss after it released its 'LEGO friends' series, which featured female figures working at beauty salons and bakeries.

In contrast, the scientist series, which is titled 'Research Institute,' features lady scientists (such as an astronomer, a paleontologist and a chemist) and their corresponding tools (a telescope, a skeleton and a lab).