Abstract

Delving deeper into LEGO's products and marketing provides an important perspective on the development of the Research Institute set and LEGO's attempt to engage women in science. LEGO's own research shows that boys tend to build in a more linear fashion by replicating what is inside the box whereas girls prefer a more personal approach, to create their own story and to imagine themselves living inside the things they build. Sociologists have looked at every stage of children's development, and found that parents treat babies differently as soon as the sex of the child is known. Language‐focused skills such as reading and writing are gendered feminine and thought of as girls' subjects, whereas science and physical education are considered masculine and treated as boys' subjects. Encouraging women to take up science and science‐related careers might not just be morally good, or good for women, but also important for the progress of science itself.