ERIC AND MICHELLE - YOU COULD LOOK AT LEGO FIGURES
AS JUST TOYS.
BUT A 4TH AND 5TH GRADE CLASS AT SHOREWOOD HILLS ELEMENTARY
SCHOOL LOOKED AT THEM A LITTLE CLOSER - AND THEY WERE
SURPRISED BY WHAT THEY FOUND.
legos are a huge iconic toy and they are a huge part
of kids lives.
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MORE THAN JUST A TOY THOUGH - THEY GIVE KIDS THE CHANCE
TO LEARN - TO USE THEIR IMAGINATIONS - TO BUILD SOMETHING.
BUT WHEN THIS CLASS - WHICH IS STUDYING MARKETING
- STARTED TAKING A CLOSER LOOK - THEY LEARNED SOMETHING
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and that led to one group of students gathering data
on going through 600 lego sets and finding out what
the ratios were and who was represented.
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WHEN THEY ADDED UP THE NUMBERS - ONE THING STOOD OUT.
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they found that about 75% of mini figures are male.
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AND THAT LED 125 STUDENTS
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dear lego company my name is olivia and i'm eleven
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TO WRITE 125 LETTERS.
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first of all why do almost all the girls in lego have
to be baking or sun tanning?
AND THEY ASK LEGO TO CHANGE.
but what you can do to fix it is be inclusive with
boys and girls.
try not to be so stereo typical.
AND THEY SENT THOSE LETTERS OFF AND WAITED.
i didn't know if we'd ever hear back.
UNTIL THE DAY A LETTER ARRIVED FROM LEGO.
THEY HEARD WHAT THE KIDS WERE SAYING.
they admitted that there is a gender inbalance and
that's something they need to change, which was beautiful
for them to have heard the kids voices and responded
NOW THESE TOYS THAT TEACH SO MUCH - ARE TEACHING KIDS
THEY REALLY CAN MAKE A DIFFERENCE.
you know there's always a way.
you can always leave a footprint somewhere.
YOU HAVE TO TAKE YOUR HAT OFF TO A COMPANY LIKE LEGO
WHICH EMBRACED THE COMMENTS FROM THE KIDS.
AND THEY PROMISED TO SHARE THE KIDS COMMENTS WITH
THEIR MARKETING AND DEVELOPMENT TEAMS.
ERIC AND MICHELLE IT IS A BIT OF TURN ABOUT - FOR
DECADES KIDS HAVE LEARNED FROM LEGOS - NOW LEGO IS
LEARNING FROM THEM.