Abstract

LEGO reminds that race—both in the world of LEGO minifigures and in the real world—is socially constructed and depends on context, customs, convention, and attitudes. When the modern version of the LEGO minifigure was introduced in 1978 its bright yellow color was a conscious choice, meant to be racially and ethnically neutral. Further, all the yellow‐skinned minifigures had the exact same printing on their faces—the "smiley"—obscuring any differences between minifigures. Any LEGO builds that contain flesh‐toned minifigures (e.g. Kobe Bryant)represent characters that are white, Asian, black, native American, or any of a host of other racial identities, while LEGO builds that contain yellow minifigures represent characters that have no race. The introduction of flesh‐toned figures does not merely introduce race into the worlds of LEGO licensed sets, but the appearance of flesh‐colored minifigures also forces to re‐construe the older non‐licensed minifigures produced in the supposedly racially neutral yellow.