What happened to Lego?

Dan Sinker:

The reality is that the unisex, open-ended, building and imaginative creation sets that my peers normally associate with Lego are gone. Look at this ad:

That ad is remarkable for two reasons: First, it presents Legos as a playset where you can just make stuff, and it revels in it. But even more remarkable is that it features a girl holding Legos. I seriously can not remember the last time I saw a Lego marketing image of a girl holding their product.

I expected to have a HUGE Lego collection with—I mean for—my kids when I became a father. But the Lego that I knew as a kid seems nowhere to be found. The current-day sets are all about providing the imagination for you instead of enabling you to explore your own imagination.

It’s a crying shame.

Source: sinker

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