“Have you ever seen anything like it?” reads the copy for this 1981 LEGO advertisement. And no, we haven’t; unlike modern marketing campaigns wherein gender lines and norms are all but drawn in the sand, the ad features a young girl simply enjoying her toys.


The image betrays no sign of the contemporary assumption that girls need special products differentiated from boys’ toys through color, shape, or content. As The Huffington Post’s Jessica Samakow and Sociological Images’s collection of vintage and contemporary advertisements suggest, modern marketing campaigns increasingly sensualize young girls, so it’s important to look back at copy and images like LEGO’s: this little redheaded lass is just proud to have created something from the ground up, and that’s a beautiful thing. 


Thanks to Huffington Post

Image via Huffington Post

Tagged in: women, toys, LEGO, kids, girls, feminism, Children, building, advertising, 1980s   

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