Tag Archives: gold

7 year old tells off Lego boss for making toys for boys

3 Feb

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I wouldn’t say I’m a feminist but I do have strong opinions. Even tonight my Mum told me to calm down and not get so fired up by other people’s choices.

It was only over the weekend that I was discussing with a PR friend that Kinder Surprise‘s move to package its chocolate in blue and pink is a bit ridiculous. When I was young it wasn’t about the type of toy you got, whether it was a car or a doll, it was the experience I had when I was enjoying the chocolate and the toy – I knew I was winning.

Which is why I don’t think girls should be backed into a corner to opt for stereotypical pink accessories. That’s right – I’m with Charlotte Benjamin.

Who’s Charlotte I hear you ask? She’s a seven-year old with a kick-ass attitude to gender ideals. She makes me wish my mum and dad were handing me pieces of paper and a biro to jot down my thoughts at that age because I’m sure I had them.

She’s written a letter to Lego to point out that on a recent shopping trip she noticed the following things:

1) Where are the girls?
There were fewer Lego girls to choose from compared to Lego boys.

2) The girls stayed at home
While the Lego boys were able to have adventures and play the hero, the Lego girls were at home, at the beach or just pampering themselves.

This letter has now gone viral and been covered by national newspapers such as Metro, Daily Mail and The Independent. And Lego’s social media manager has been working around the clock to engage with its 113,000 Twitter followers to explain that it does listen to its customers’ views and, with over 450 products available each year, it’s hoping there’s something for everyone.

But, for once, I actually have more respect for this iconic brand (for now). There’s a golden PR opportunity to respond to Charlotte’s letter and address the theme of gender roles. And, if I was the boss, I’d use its upcoming Ghostbusters Lego launch to do just this and run a witty, tongue in cheek across Twitter, Facebook and Vine.

It may be too late to turnaround a reactive campaign, to complement its Lego Movie in cinemas on Friday, which is why Ghostbusters is one of the next best hooks.

This way, it can find a way to publicly acknowledge the letter, apologise for the inconvenience and promise to do better – the perfect formula to transform this viral storm into a positive PR stunt.

What do you think?

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The IOC is wrestling to drop this Olympic sport

15 Feb

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It’s been six months since the end of the London 2012 Olympic Games but the international sporting event is still generating plenty of coverage this week:

Leading the pack is South African Paralympic gold medallist and double amputee Oscar Pistorius who’s recently denied murder after his model girlfriend Reeva Steenkamp was found dead at his home.

Secondly, ‘poster girl for London 2012’ Jessica Ennis has topped a poll, alongside the Queen, as one of the country’s most inspirational women.

Lastly, the International Olympic Commission (IOC) is facing criticism after it announced it wanted to drop wrestling as an Olympic sport – an event that dates back to the ancient Greek games and has been part of the modern programme since 1896.

There’s still a chance it could stay – if the IOC officially ratifies it at a meeting in September – but at the moment it’s competing against six other sports, such as baseball and squash, for one spot in the 2020 programme.

Of all the recent news the latter bothers me most. Why? Because those that have been with Prime Time from the beginning will remember that when I was a GamesMaker I helped to oversee the wrestling at the ExCeL centre.

The Olympic Games has such a unique history that it’s a privilege for countries to host this amazing centre stage to showcase talented athletes. (You only have to watch a snippet of Danny Boyle’s Opening Ceremony to see how much effort we put in.) With this in mind, I appreciate that to keep the Olympics current, occasionally it has to redevelop itself. And I’m all eyes and eyes for modernisation, but when elements of the event’s history and heritage are at stake then that’s a different matter.

Don’t get me wrong. I’m not a closet member of FILA – the wrestling federation. Until last August I’d never even seen a Greco-Roman match, but the fact that the IOC has deemed it a good enough sport, to recognise and reward athletes for demonstrating their skills and strength, for more than a century must worth something.

If it’s about ticket sales, the IOC should be supporting FILA with advice to raise the sport’s profile. After all, more athletes and more fans would benefit both parties. But, instead the committee bull-dozed ahead without talking to anyone. So, not only does the IOC look rash but also now appears defensive by saying:

“We knew even before the decision was taken whatever sport would not be included in the core programme would lead to criticism from the supporters of that sport.”

The backlash against the IOC has spread quickly and I’m glad I’m not the only one that feels surprised. ESPN’s Jim Caple highlights a range of other sports that could’ve been given the chopper which would’ve caused less controversy. (Trampolining anyone?)

Wrestling is an ancient sport. I mean that in the historical sense, not old.
It’ll be interesting to see what the outcome is as the wrestlers, and their fans, fight to feature in Rio and beyond.

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