My daughter graduated from Duplos to traditional LEGOs when she was 5 , around the time the iconic building blocks maker released its Friends line based on five female characters . My daughter was interested in science and art , but LEGO was interested in selling her pink beauty salons and cupcake bakeries . When we went LEGO shopping , she expressed frustration over the lack of female `` minifigures '' in her favorite LEGOs , such as the blue- and black-packaged City set or the yellow-boxed Dino world . LEGO has expanded the Friends line by introducing activities such as biking , camping and playing sports . But now at 7 , my daughter is very much aware of the gender disparity in toy marketing . She sees it in the color-coded toy aisles , where male characters outnumber females , and she 's frustrated that she does not see more female characters in toys she likes . The Friends line encapsulates my problem with LEGO : the lack of female minifigures in the yellow , blue and black boxes and the lack of males in the Friends sets . It 's obvious from walking through a toy store that LEGO has focused its licensing and product development around boys . To capture the girl market , LEGO created the alternate , girl-only world of Heartlake City for Friends instead of incorporating more females into existing LEGO sets . LEGO says the line was one of its most successful to date , `` surpassing early projections to triple the number of girls building with LEGO bricks '' in 2012 . But that still leaves the market wide open for children such as my daughter , who want more female `` minifigs '' in gender-neutral packaging . Instead , LEGO clearly distinguishes which sets are aimed at boys or girls , and our children take in the colors on the packaging and placement on the shelves through a cultural lens . They get the message loud and clear . LEGO is the second-largest toy manufacturer in the world ; gender parity matters in a product that is consumed and loved by so many children . When kids play across gender lines . Through my business and blog , I frequently discuss gender stereotypes in children 's products . A few weeks ago , a dad in New Zealand pointed out the LEGO CUUSOO competition site , which allows LEGO enthusiasts to submit product ideas on which the community may vote . The father asked me to use my social media following to promote a project called the `` Female Minifigure Set , '' comprising 13 ideas for female minifigures engaged in astronomy , chemistry , geology , zoology , firefighting and law enforcement . I loved the project 's focus on women in science , technology , engineering and mathematics . These are examples I want for my daughter and son . If my daughter sees females in these roles , she is more likely to believe that she can fill these roles as an adult . If my son grows up with females occupying an equal amount of space in his toys , he is more likely to become an adult who respects women and sees them as equals . Teen says pink Easy-Bake oven discourages boys from playing kitchen . Research shows that when women make up 25 % or more of a group , stereotypes begin to drop off , according to gender activist group SPARK Summit . About 16 % of LEGO minifigures are female , and this number includes the Friends line , according to SPARK Summit analysis . The project reached 10,000 votes on June 13 , thanks in large part to social media . LEGO said the project will advance to the review phase , where a LEGO review board will examine the idea . During the campaign to get 10,000 votes , I noticed how many times people commented they would buy these sets because their sons and daughters wanted them . I drafted a Change.org petition to aggregate these consumer voices and let LEGO executives know that if they make the Female Minifigure Set , we will buy it in droves . The petition asks LEGO 's decision-makers to consider the voices of more than 9,000 petition signers who say they would buy female LEGO Minifigs for our sons and daughters . While gender equality in toys is largely seen as a girl-power issue , dozens of comments on the petition indicate that parents understand it 's important for boys and girls to see female characters doing smart and daring things . I think LEGO is a wonderful toy with a few not wonderful parts . LEGO gives my son and daughter a chance to play side by side . And in the end , that is what I am after , a space that is equal for boys and girls .
Melissa and Wardy launched a petition asking LEGO to cancel proposed Female Mini Set . Female Minifigure Set features 13 female characters in law ##less , daring roles . Wardy says it 's good for girls and boys to see female characters in smart and daring roles .