What this 1981 ad says about gender is so relevant today



Four-year old Rachel Giordano became a poster child for Lego when she appeared in this gorgeous 1981 ad showing off one of her creations. The ad, meant to show creativity is not a boy/girl thing, was actually quite controversial at the time and almost didn't happen: it was argued that boys were the ones to build things, not girls.

Lego Ad 1981

IMAGE/HuffingtonPost Now Rachel is a 40-something doctor who revisited her Lego fame when she teamed up with psychologist, parenting coach and HuffPost blogger Lori Day. Together they recreated the 1981 ad to demonstrate the difference between the advertising industry's approach to children's toys then - and now. According to Rachel, Lego back then was gender neutral but today everything is themed pink or blue, meaning toys deliver completely unnecessary messages about gender to children.

Judy Lotas, one of the ad agency team who fought to include Rachel, says, “Boys and girls are different, but not to the exclusion of wanting to create and build. That’s not a gender issue.”

Rachel Giordano 014

 IMAGE/Anita Nowacka


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