LEGO, we need to talk! Yes, I’m talking about that male-oriented marketing campaign on Facebook and Instagram that is causing quite a fracas here in Germany. Apparently it was a botched attempt at promoting a specific landing page on the LEGO.com website that already has existed for a while.
Now here’s the thing: I’m apparently a male and I like myself a bit of subtle, subversive, intellectual humor just as I like the occasional lewd, offensive, sexually infused joke when the situation just feels like it. However, referencing the Rough Terrain Crane (42082) and using phrases like “As complicated as women, just with instructions” and “4057 parts – that’s what we call well-endowed” is perhaps not really appropriate.
As a gay man I don’t even need to defend women by proxy even though this is apparently as misogynistic as it gets, but to a degree I’m taking it personal. A certain line has been overstepped here. I could accept those stereotypes (though they’d still be offensive) if LEGO was a home improvement store chain or sell shaving stuff, but clearly they are neither. Just the opposite – they usually go out of their way to present themselves as gender neutral toy company (though we could of course debate if that’s truly the case with series like Friends).
Aside from trivial things like kids possible getting to see the campaign and its distasteful bad jokes, it’s a marketing disaster for another reason: In times of financial struggle and dropping sales LEGO can’t possibly afford bad publicity. Now the old trope of “any publicity is good publicity” may apply, as without the uproar some people might not even have been aware of these things, but regardless, the damage is done.
Speaking of publicity – the LEGO world is abuzz with excitement about the latest Ideas set, the Pop-Up Book (21315), but I don’t quite feel like joining the chorus. Don’t get me wrong, I like the overall concept, but its execution in my view leaves a lot to be desired. Back then when the first news of this came out I made a remark on a forum or blog that it would all depend on how much “story” stuff comes with it for people to create their own little scenes and as far as that’s concerned, I think LEGO just got it wrong.
There’s only two tales – Jack and the Beanstalk and Little Red Riding Hood – and while the scenes and minifigures look nice, I simply don’t consider it enough. It reminds me of the many overpriced Elves sets that mostly consist of simplistic, small medieval-looking tree houses that are just facades and then the rest of the set’s “value” is generated by the umpteenth big dragon in yet a different color and a ton of useless minifig accessories.
I feel it’s quite similar here – two-thirds of the parts go into the book/ box, and the rest seems like cheap dressing or an afterthought. If I had my way instead it would be the other way around. I might have settled for a simpler way to build the book and instead would have thrown in a huge “build your own story” bag with tons of parts. In fact I made a similar point already with the Creative Storybook (40291). They could just have re-used that idea. I could perfectly live without the pop-up mechanism.
Instead we now have two quite similar sets that both feel somehow incomplete and unfinished. In the end this could be an expensive proposition if you really plan on pimping this stuff as you might need to buy extra sets or do quite a bit of shopping for parts on Bricklink. I’m decidedly undecided whether I should even consider getting it eventually…