Female Lego mini-figs are putting down their muffins, hanging up their beach towels and heading back to work in jobs the Danish toy company has mostly assigned to its more male-looking, stiff-legged figures.
The company released a new line of female mini figures this month, including vets, deep sea explorers, aerospace engineers, mechanics, a dune buggy driver and a race car pit crew team.
In August, the company is expected to release a "Big Bang Theory" set, where two of the main female characters are a microbiologist and neuroscientist. All product releases that girls and their parents have been demanding.
Last year, Lego released a wildly popular line of female scientist mini figures. The sets featuring those minifigs flew off the shelves and filled online shopping carts—until they were all sold out and everyone found out the lady smartypants were only a limited edition thing. The line of scientists were developed on a Lego Ideas website, where fans submitted their ideas and visitors to the site could vote on them. The result was a chemist, a paleontologist, an astronomer and lots of excited moms and dads who rushed out to get the sets features these figs into their daughters' hands.
Pressuring Lego to add more females to its collection of workers is an effort, ultimately, to get more girls interested in pursuing science and engineering—and other professions still vastly dominated by men. The Lego company has been criticized for developing a line of Lego Friends, which featured girls hanging out in beach house and getting their hair done at the salon. Retailers selling Legos have been criticized for segregating toys into "girls" and "boys" aisles not shelving Lego fire trucks and rockets ships in both.