Building the Future

February 18, 2014 by Bill Ivey

To enter the toy section of virtually any major store these days, you’d almost think boys and girls were two different species, one of which apparently falls head-over-heels in love with anything pink. Or possibly purple. Yet, whatever sex-based differences may be present at birth and whatever gender-based differences may be acquired from birth on, such extreme gender segregation of toys is a relatively recent phenomenon. In fact, this iconic 1981 Lego ad makes it clear that 33 years ago, girls were perfectly happy to build with traditional Legos, and Lego was willing to advertise that fact.

To be fair, as was noted in an article in the Huffington Post, Judy Lotas, the creative director in charge of Lego’s ad campaign, had to fight to have Rachel Giordano (then age four) included. The mother of two daughters, she knew better when others argued that only boys like to build, and successfully stood her ground (further proof, by the way, that we need more women involved in advertising!). Ms. Giordano and other child models were given about an hour to play with Lego sets, and were then photographed holding their own creations. As it happens, those are also her own clothes (blue jeans and blue t-shirt) she wore in off the street. Maybe it’s that genuine quality that has helped this ad endure.

Filed Under: gender, All-Girls, gender stereotypes, The Girls School Advantage, social justice, Parenting, Girls Schools, All Girls Education, National Engineering Week, girls' school, Current Events, engineering