Lego has gone woke. Seriously
by Darragh McManus, spiked:
Children’s lives are being colonised by identity politics.
Lego has released a new range of ‘diverse’ children’s figurines, in a transparent attempt to lecture children about identity politics. This is not merely a cynical corporate branding exercise. It is the latest foray by our cultural elites into social engineering and moral instruction. It is an attempt to tell the proles and their kids what to think.
Lego unveiled its latest range of ‘Lego Friends’ last month, featuring new variations on the classic chunky figurine. Each of these new ‘authentic, interesting’ characters comes with its own backstory, designed to be ‘inclusive of gender, culture, ethnicity, physical traits and abilities, non-visible disabilities and neurodivergence’, according to a Lego press release.
One, we learn, has ADHD, while others ‘struggle with anxiety’. None of this is apparent from the designs alone, which raises the obvious question: what is even the point of including these ‘non-visible disabilities’?
It doesn’t even make sense on the level of toys. Kids don’t need to be told the backstory of their play characters – the whole point is that they use their own imagination. It makes you wonder if the people at Lego have children, or have ever seen a child play with Lego.
Kids are imaginative and creative. My own kids used to stack multiple heads on to a single Lego figurine’s body in a towering column, like a bizarrely chirpy totem pole. They would attach power tools where hands went and rivet the torso on to a motorbike, creating the kind of cybernetic monsters that transhumanist techno-weirdos can only dream about. It’s called play. The whole concept of these Lego Friends suggests a complete unawareness of how children’s minds work.
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