In a surprising move, the March-April 2015 edition of the LEGO Club magazine featured beauty advice aimed at young girls. This decision has sparked concern among parents like Lisa Thompson, whose 7-year-old daughter recently flipped through the magazine and became intrigued by discussions of face shapes and stylish haircuts for different facial structures.
The pages of the magazine showcased LEGO figures in a salon setting, seemingly preparing for makeovers. One excerpt from a LEGO beautician caught attention: “You, yes YOU are beautiful, but if you’re looking to switch up your style, check out these tips for the most flattering haircut based on your face shape.”
LEGO previously launched the “LEGO Friends” line, intended specifically for girls, which faced criticism for promoting gender stereotypes. While Lisa admits her daughter showed more interest in these pink-themed sets than in her brother’s traditional LEGO blocks, she still feels uneasy about the inclusion of beauty narratives.
Lisa argues that suggesting to young girls—ages 5 to 12—that their physical appearance needs adjusting is a step too far. For instance, the magazine’s character Emma, with her oval face, advises that girls with square faces should choose haircuts that “soften the edges,” while those with longer faces can benefit from styles that make their faces look shorter. At such a tender age, kids should be encouraged to engage in active play and creativity rather than worrying about their looks (not to mention that there are baby toys featuring lipstick and mirrors!).
This shift in focus raises important questions about the messages we send to our children. Instead of worrying about beauty standards, young girls should be free to explore, build, and play with LEGO sets, fostering their imagination and promoting healthy self-image.
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In summary, while LEGO has made efforts to engage young girls with themed products, introducing beauty standards at such a young age is a troubling trend that many parents are rightfully questioning.
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