Judy Lotas/SSC&B for LEGO
What it is is beautiful, 1983
Photo used with permission © 2017 The LEGO Group.
Since its inception in the early 1930s, LEGO has engendered skills related to construction and engineering in its young users--what today we would term Science, Technology, Engineering and Mathematics (STEM). In a gendered world where young girls are still less encouraged to imagine themselves as an architect, engineer, or an astronaut--instead relegated to the “pink aisle” as a princess or a homemaker--it is worth reflecting on this advertisement from the early 1980s. The image of a young girl in jeans, proud of her accomplishment, focuses on her ability to create and shape her world. The designer who oversaw the advert, Judy Lotas, was the then-Creative Director at SSC&B with two young daughters. She deliberately geared the image to the type of future she envisioned for them. #iwillwhatiwant #ThisIsDesign #stemgirls