Is this a genuine advert - it's 2024

What’s wrong with encouraging girls to build Lego? They tend to think of it as a boys activity, Lego friends has helped that. My grandchildren (one of each) have had the opportunity to choose whatever they want to play with and they have both gravitated towards traditional girls and boys toys. Let kids be and choose what they prefer, they will only play with what interests them. Our little boy plays with Lego, guns, footballs but likes to push his sister’s dolls pram, so what?

My ten year old twin grandchildren, one boy and one girl, have decidedly ‘gender’ based interests, despite, as twins, being brought up together from day one, and having a wide range of toys for both to play with. Our grandson loves football, cricket, and all things sporty. He enjoys his table game set which includes table football and snooker and other games. His twin loves playing with her Barbie dolls and Sylvannian Families. Both children will play with the table football and board games with their mum, and both love playing on the iPads when they are allowed (not often.) Our granddaughter loves to read, her twin, not so much. It goes to show that whatever is offered to children, they will find their own way so it doesn’t matter much which toys adults choose for them, when they’re old enough they will make their own choices.
Incidentally their six year old brother loves football, cricket, Barbie dolls, and his sister’s Sylvannian Family sets.

I was a bit surprised by this, I can’t find it labelled as such on Google,
The one in the picture is called LEGO Friends 41748 Heartlake City Community Centre but many of the kits do look ‘girl friendly^. Maybe it is as someone posted, an effort to get more girls into using construction toys. I don’t remember complaints about the Lego Millenium Falcon.
I am interested that this post is on the Education Thread.
If you work in a primary class or are Governor at a primary school, you will often see that many boys still underperform against girls in reading and writing.
Cohort Assessments results are analysed by boys/girls/FSM etc by the school and nationally
There is emphasis on finding boy friendly topics e.g. Castles, Dinosaurs, etc to motivate boys to write, or boy friendly readers like Planet X Alien Adventures or non-fiction books.
Girls will happily read those books too, or write about whatever the topic is, but in my teaching career I’ve never come across a demand for specifically girl friendly books.

As for the parent dragging her son away -isn’t that as much to do with the parent stereotyping her child’s choice as with the shop arranging the toys.

Mollygo
That was the situation in my teaching days too, and I’ve been retired for ten years. White, working class boys are the most underperforming group in this country, and have been for years. No one seems too bothered about it though. If the underperforming group was girls, or an ethnic minority group, there would be much talk about it, and things would be done to improve the situation. I don’t think it’s made much difference to this group whether toys are marketed for boys or girls. Frankly I think however toys are marketed doesn’t make a jot of difference in the long run to anything.

Absolutely nothing wrong with promoting something for girls. This gender fluid nonsense is out of control. Women, girls, females are all being erased from vocabulary. People will choose what they want regardless. of advertising. This one size fits all does not work. Girls will be girls and Boys will be boys whether they vere towards pink or blue, it really doesn't matter!

I don't care what children play with or are drawn to. This was simply a comment on advertising.

I put it on the education thread - not for any sinister reason but because it felt like the right place. It's broadly about how children grow and develop. In my head I thought what a pity it was that it had a gender label on the advert when it didn't need one. Small things can influence children.

I'm sorry if some of you feel that my thoughts are from the field of gender fluid nonsense.

By the way, all my girls enjoyed Lego. I don't believe it's just a "boys toy" either.

In the spirit of enquiry I googled "Lego" and the first sponsored offering has this as the strapline:

LEGO® Shop
It's time for girls to Play Unstoppable.
Shop LEGO® | Disney, Animal Crossing™, and more!

I fully agree with you 100%!

They look like absolutely lovely sets, I'm 58 and would happily buy them for myself!

But it seems rather sexist to me. Like saying Yorkie bars are only for boys!

I've just looked on the Lego site on Amazon UK. No one thing named as just for boys or girls to make. Which let's face it anyone with commonsense would realise

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Lego has always had an image problem in that it has appealed more to boys than girls. Their pink and green gymkhana set was a godsend when my daughter was little because it meant she could have Lego of her own that her brothers wouldn’t share/claim as their own. If it bothers you that it says for girls on the box cover it up with a bright sticker but I think they are on a winner marketing these prettily coloured sets to girls.