Lego Inspiring Girls this Holiday Season
As feminist based advertising has become increasingly popular over the past few months, we now see that same trend taking effect in advertising for little girls. Legos, the iconic blocks that originated over 80 years, have typically been positioned as more of a “boys toy.” This holiday season they have introduced a commercial that may entice girls to become more engaged. The commercial’s messaging speaks more directly to mothers, as a young girl narrates that she doesn’t always need her mother’s help. She says, “Do you know why? I want to figure it out on my own. Even when it doesn’t turn out the way I want, I know it’s not wrong. Because you taught me how to think. And how to dream. I’m about to make something that I know will make you proud.” This kind of messaging empowers mother’s and flatters them in such a way that it likely will entice them to consider Legos when shopping this holiday season. It’s amazing how such a simple concept can generate so much creativity from its users. While studies show that most boys play differently than girls, this toy is universal. Considering switching the tone of your message could open up so many opportunities with existing markets.