Lego apologises after being branded sexist for saying girls ‘like baking’ and aren’t suited to high-powered jobs
LEGO was branded sexist for saying in its magazine that girls “liked baking” and were not suited to high-powered jobs.
The top toy brand’s bosses apologised after kids publication Lego Friends upset parents.
The Christmas edition of the mag — aimed at seven to 13-year-olds — featured a comic strip showing girls debating how to get into a meeting of scientists.
One character says: “What a load of scientific jargon”, to which her friend replies: “Booooring! Time to do some baking.” In another strip, a girl suggests secretly going into the meeting.
Her friend says: “You’re right, but we won’t be able to just walk right in. A group of girls among researchers — we’ll stick out like sore thumbs.”
In the next scene, a girl adds: “Let’s dress as bakers and hand out muffins.”
Mums said the magazine was “stuck in a bygone era where women belong in the kitchen”.
Steph Wright said: “This makes me rage. Why can’t girls be the scientists?”
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Lisa French asked: “Who okays this stuff? It’s madness in this day and age.”
Lego admitted it was an oversight and that it received complaints.
A spokesman said: “We will learn from this and do better in future.”
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