‘LEGO Friends Can Go Straight to Hell’ – Has the LEGO® Group Really Lost Sight of Its Original Aims‪?‬

This is an evaluative study of The LEGO Group, comparing its aims, as set out by the Group during its golden years of gender equality in 1963, to its profit driven modern practice. This investigation includes, but is not limited to, an examination of The Group’s attitude towards gender, quality and product range. To do this, evidence has been gathered in a global Google Forms survey and is supported by other evidence, including reports from the LEGO Group books, videos, online articles and exemplar LEGO sets. 


Since the release of LEGO’s Friends theme in 2012, the media has regularly questioned the gender neutrality of LEGO. However, although it is regularly in the news, studies almost exclusively focus on female centered LEGO.