Talking about social construction of identity: here is a lego ad from 1981. Notice what is not in this ad:
1) there is nothing pink or glittery
2) there are no direct or indirect allusions to princesses
Notice what is in this ad:
the assumption that girls are creative and can build things, including their own sense of worth and identity.
I'm told that pressure from retailers pushed Lego to market their product as a boy toy so that it could be clearly shelved with other boys' toys rather than in the aisle with girls' toys such as Barbies. I've no authoritative verification for this, but it seems plausible.
In 2011 one can buy pink lego. Notice the domestic theme for these in this image. Which aisle are these shelved in?
And WHY are toys shelved by gender designations?
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