Lego, 1981

// 19 July 2009

This ad for lego came out in 1981. Would the same ad be produced today?

As Sociological Images says:

I’ve seen other ads from the ’70s and ’80s, particularly for Tonka trucks, that show girls like this-in clothes that look like they’re actually made for playing instead of making a fashion statement, and playing with toys in the same way boys would, even if it means getting dirty (gasp!). When we see ads that always show girls in pink, playing with “girl” versions of toys, or engaged in passive activities, that’s a particular marketing choice, not some inevitable, obvious way girls need to be depicted to sell products.

Comments From You

Denise // Posted 19 July 2009 at 5:40 pm

I LOVED Lego when I was little. Still do – if I go anywhere where there’s a child playing with it, I’ll join in!

This is such a beautiful, heartwarming image. A girl being allowed to have fun, not being sexualised and made to wear/have something PINK. No, I’m sure that ad would not have been produced today.It is tragic to think that ads have been allowed to become what they are now.

This has really given me an emotional jolt.

Lisa // Posted 20 July 2009 at 1:40 pm

But we only have to remember ourselves what we wore, how we played and who we played with to realised that something has gone very badly wrong in UK culture in the last few decades.

These capture the mood of the 70s quite well.

This, the 80s

For those looking for more interesting clothes for daughters, French clothing (eg. DPAM and Vertbaudet) has minimal use of pink and when it is used, it is in a pattern, darker shades or in better quality material and tailoring.

Otherwise the more expensive UK companies (Boden, Oiliy, Trendytogs) offer a wider variety of colours and styles.

Karen // Posted 22 July 2009 at 5:53 pm

Ah! The good times rustling and clunking about with my box of lego (and arguing with my brother over the special bits like roofing) just came flooding back. What a brilliant ad. The happiness is all over the childs face and says just about everything that we need to know. No pink, no “princess” crap and no sex. As well designed as lego itself!

Lynette Arden // Posted 2 January 2010 at 2:10 pm

Interesting how you found this picture I took in Liverpool in 1970’s. I haven’t been back to the UK since that time, but presume the clothes worn are not all that different from those in Australia, as culture seems to be worldwide nowadays.

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