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Category: Girls, Media, WMC in the News

WMC Partner SPARK Receives Media Coverage for LEGO Meeting

| April 23, 2012

Dana Edell, Bailey Shoemaker Richards, Stephanie Cole, and Jamia Wilson. Photo via SPARK

On Friday, April 20th, representatives from SPARK, the WMC partner that fights against the sexualization of girls in the media, met with LEGO to discuss the company's new Friends line for girls. Among those who attended the meeting was  WMC Vice President of Programs Jamia Wilson. Check out the coverage the meeting has been receiving:

New York Times: The New Shades of Feminism?

4/21/12: "Beginning in late December, when Lego was about to release its first girl-specific building set, called Friends, which succumbed to the familiar purple and pink and heart-shaped fantasia, Spark began a petition that has claimed 55,000 signatures. On Friday, four of its representatives were scheduled to meet with executives from the Danish company in a Manhattan hotel room to air their concerns. For years Lego had been praised for creating gender-neutral toys. But in Friends, its characters include, in addition to the token science nerd, a lover of party planning."

NY Daily NewsGirl-power group says Lego promised changes during NYC meeting

4/20/12: "The group wants more female figurines in mainstream construction sets, more girls in marketing materials and less stereotyping in the Friends line. A Lego spokesman did not return calls about the meeting, but previously told the Daily News the firm plans to expand Friends, which has been a hit with consumers. Edell said her group offered suggestions: a City Hall set with a female mayor, a hospital, or a school — to go along with the spa, splash pool and cafe in the existing sets."