# Gender Positive LEGOs LEGO Launches a Female Scientist Toy By Vasiliki Marapas | Published 2014-06-06 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/scientist-lego References: [jezebel](http://jezebel.com/lego-to-launch-female-scientist-series-following-gender-1586526749) & [ideas.lego](https://ideas.lego.com/blogs/1-blog/post/11) A female scientist toy by [LEGO](https://www.trendhunter.com/trends/she-built-that-1) is currently in development, after being chosen as the latest winner of [LEGO's Ideas](https://www.trendhunter.com/trends/the-lego-group). 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](https://www.trendhunter.com/trends/dinosaur-fossils-triceratops-skull) and a lab). ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 45% | Activity: 85% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Alpha - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Toys](https://www.trendhunter.com/toys) ## Key Themes ### Why This Trend Is Growing - **Gender-positive Toys:** LEGO's creation of a female scientist toy is part of a larger trend towards gender-inclusive and empowering toys for children. - **Crowdsourcing Product Ideas:** LEGO's Ideas contest demonstrates the value of crowdsourcing in the product development process and allows consumers to have a direct impact on a company's offerings. - **Revitalizing Brand Identity:** By responding to criticism and diversifying its product line, LEGO is able to stay relevant and appeal to a wider range of consumers. ### Industries Being Reshaped - **Toy Manufacturing:** The toy industry can recognize the opportunity to create diverse and empowering toys that reflect the changing values and demands of society's parents and children. - **Crowdsourcing Platforms:** Companies that create or offer platforms for crowdsourced product development can take advantage of the growing trend towards consumer involvement in the product creation process. - **Corporate Social Responsibility:** Companies seeking to improve their brand identity and appeal can invest in addressing customer concerns through initiatives such as diversification and inclusivity in product offerings. ## Related on Trend Hunter - [Reimagined Building-Block Campaigns](https://www.trendhunter.com/trends/she-built-that.md) - [Gendered Building Campaigns](https://www.trendhunter.com/trends/she-built-that-1.md) - [Brand-Led Global Studies](https://www.trendhunter.com/trends/global-study.md) - [STEM-Driven Building Block Kits](https://www.trendhunter.com/trends/lego-education-science-kits.md) - [Modular STEM Displays](https://www.trendhunter.com/trends/the-evolution-of-stem.md) - [Youth-Focused Coding Dolls](https://www.trendhunter.com/trends/e-liza-dolls.md) - [Block Puzzle Microscope Sets](https://www.trendhunter.com/trends/functional-microscope.md) - [Kindergarten-Focused Hands-On Learning Solutions](https://www.trendhunter.com/trends/handson-learning-solution.md) - [Tech-Driven Building Toys](https://www.trendhunter.com/trends/lego-9.md)