Bye, bye pink aisle: LEGO branches out

LEGO Research Institute.
LEGO Research Institute.
Photo Courtesy of LEGO

Stuck in the pink aisle?

Lego has created a new set to show young girls that they can take charge of their own destinies, and there is nothing dainty about it.

This past week, Lego began selling the Research Institute, a new kit which features women as aspiring astronomers, paleontologists, and chemists. These STEM (Science, Technology, Engineering and Math) jobs gives young girls the push to let their imagination build, create, invent, and aspire to become whomever they want to be when they grow up.

According to LEGO the set was created by real-life geoscientists Ellen Kooijman and chosen as part of the LEGO Ideas series. “LEGO® Ideas invites you to submit new, original, and creative ideas to be considered as future LEGO products in the form of ‘projects,’” the website states.

The new game comes after a seven-year-old girl wrote a letter to Lego urging the toy company to make a set that allowed for female figured to have jobs instead of sitting on the beach with her friends. “Today I went to a store and saw Lego in two sections the girls pink and the boys blue,” Charlotte wrote in a letter to Lego. “All the girls did was sit at home, go to the beach, and shop and they had no job but the boys went on adventures, worked, saved people and had jobs, even swam with sharks. I want you to make more Lego girl people and let them go on adventures and have fun.” 

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Bye, bye pink aisle: LEGO branches out