A Toy for Thoughtful Parents: The Rhetorical Building Blocks of LEGO’s Reputation

  • First Online: 31 March 2021

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critique of a toy assignment lego

  • Lauren DeLaCruz 3  

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Most LEGO scholarship focuses on the scientific measuring of LEGO’s effects on children in various settings and scenarios, and typically assume that LEGO is good for children, particularly as a STEM toy in educational settings. In contrast, little humanistic critical scholarship about LEGO exists and that research generally assumes or only indirectly interrogates LEGO’s reputation as a kid- and family-friendly building toy and company, offering no explanation of how LEGO established its reputation or its acute ability to navigate changing emphases of parenting discourses over time. Using a critical rhetorical approach to analyze how language and other symbols make meaning and craft cultures, this chapter explores how, during the mid-to late-twentieth century, LEGO cultivated a narrative that positioned the company as a reliable mediator between parents and children. By comparing parenting literature with contemporaneous LEGO advertisements, I argue that LEGO situated itself as the provider of a toy that could help parents achieve those two contradictory aims through its indelible connection to open-ended, creative play. Furthermore, LEGO continued to rely on (and, ultimately, preserve) its reputation in the twenty-first century by purportedly engendering girls’ interest in building toys by styling sets in accordance with girls’ market research-determined tastes.

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Department of Media & Communication, Salem State University, Salem, MA, USA

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DeLaCruz, L. (2021). A Toy for Thoughtful Parents: The Rhetorical Building Blocks of LEGO’s Reputation. In: Hains, R.C., Jennings, N.A. (eds) The Marketing of Children’s Toys. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-62881-9_9

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Toy Critique - Description of Toy Lego Duplo

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Introduction

Aim, objectives & rationale, list of criteria.

  • Name of toy? - My First Number Train
  • What is the brand? - Lego Duplo

writer-Charlotte

  • What age group is it suitable? - 1 and a half - 3 years old.
  • Is it suitable for boys and girls? - Its suitable for boys and girls.
  • Does it suit all cultures? - Yes, it does.
  • Is it suitable for children with special needs? - Yes, but it might be difficult for a child who has specific movement restrictions.
  • Is it aesthetically pleasing? - Yes, the train comes in many different bright colours like blue, green, yellow, orange, red.
  • Is it educational? - Yes, it promotes Physical, Emotional, Intellectual and Social development.
  • Does it help to develop language? - Yes, the child can name colours and numbers as well as interact with other kids.
  • Does it develop motor skills? - Yes, it does the child has to connect the wagons and put the numbers in the right order.
  • Does it encourage imaginative play? - Yes, they can play little train drivers and build train tracks with different scenarios.
  • What size is it? Does it need special storage? - Train with wagons attached is 10 x 37 x 6cm there is no special storage needed as the parts can be all taken apart.
  • Does it require batteries or charging? - No there is no electrical parts in this toy.
  • What kind of material is it made from? - It's made entirely out of plastic.
  • Is it durable? - The toy is very well made, and it seems like its very durable and it would be hard to break.
  • Is its good value for money? - I think it's a very good value for money. It only cost 11.99 and you get a lot for the price of it.
  • Is it waterproof? - Yes. The colours and numbers won't come off if submerged in water.
  • Is it washable or does it need special cleaning? - Yes. You can wash it in water up to 40 degrees Celsius.
  • Is it for indoor or outdoor use? - It can be used indoor as well as outdoor.
  • Is it movable? - Yes, it's very easy for a child to move it from one place to another as its very light.
  • Is it portable? - Yes, you can take it apart into smaller pieces and take it anywhere with you.
  • Is it suitable for multiple purposes? - Yes, this toy can be used as a learning toy. The kids can use it for imaginative play and add on other building blocks from the brand.
  • Is there choking hazards? - It has an EU Warning: Not suitable for children under the age of 18 months due to small parts which could cause a choking hazard.
  • Is it toxic? - The toy is not toxic and is child friendly.
  • Is it recyclable? - Yes, it has the recyclable sign on the box.
  • Are there reviews about the toy? - There are plenty of good reviews online about the toy. Parents and kids seem to be loving this toy.

Bibliography

  • Flood, E., & Hardy, C. (2013). Early Childhood Education & Play. Dublin: Gill Education.
  • Superstores, S. T. (2019, October 1). Smyths Lego Duplo. Retrieved from Smyths:
  • CITATION Flo13 l 2057 (Flood & Hardy, 2013) CITATION Smyths l 2057 (Superstores, 2019)

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  1. Critique of a Toy for Child Development - StudyMoose

    Essay Sample: LEGO 750 BRICKS BOX TOY The toy I have chosen is the LEGO 750 BRICKS BOX TOY. This toy is good for children of ages 2 to 6 years, it allows for free play.

  2. Critique of a Toy - 1027 Words | Studymode

    PLAY VALUE OF TOY. My Lego Bricks allows the children to explore the environment by constructing their own house, cars, farms, trucks etc. My Lego bricks helps develop language skills through verbal communication with the Lego man by pretends play, talking to their toys or moving them from one house to another.

  3. A Toy for Thoughtful Parents: The Rhetorical Building Blocks ...

    By comparing parenting literature with contemporaneous LEGO advertisements, I argue that LEGO situated itself as the provider of a toy that could help parents achieve those two contradictory aims through its indelible connection to open-ended, creative play.

  4. LEGO - Harvard Business Review">Innovating a Turnaround at LEGO - Harvard Business Review

    Summary. Though the overall toy market is declining, LEGOs revenues and profits are climbing—largely because the company revamped its innovation efforts to align with strategy. Five years...

  5. Innovation Under Constraint: Constructing a Turnaround at Lego

    Harvard Business School professor Jan Rivkin takes listeners behind the brick and into the minds of Legos leadership as they tackle digital disruption, how to innovate while remaining true to...

  6. toy critique - 7132 Words | Studymode

    Lego is a perfect example of a gender-neutral toy. Lego consists of colorful interlocking plastic bricks and an accompanying array of gears, mini figures and various other parts. Lego began manufacturing interlocking toy bricks in 1949.

  7. A turnaround case study: How Lego rebuilt and became the top ...

    Lego is an exemplary case for a classic turnaround that put the company in an even better position in the future. In the past, Lego’s sales increased steadily over the years, however, in the 90s they showed signs of struggle and they reported their first-ever loss in the history of the company.

  8. Toy Critique - Description of Toy Lego Duplo - StudyMoose

    The toy critique is the first assignment out of 3. Description of Toy-160324155448000 Lego Duplo "My First Number Train". Educational Toy is a very colourful toy with a set of 25 different parts. It includes 3 figures a boy, a girl and a smaller figure of a black cat. Don't use plagiarized sources.

  9. Assignment Two: Toy Evaluation - Assignment 2: Toy ... - Studocu

    Assignment One - Answer 2 questions based on textbook readings. Choose and evaluate a children’s toy based on design and durability, age, and developmental appropriateness. Provide a written report that includes toy details.

  10. Lego Toy Critique According to 6 Criteria - New York Essays

    CONCLUSION The aim of this assignment was to assess my chosen toy (Lego) and asses it under six criteria’s, Storage, CE mark, Durability, Development value, Play value and Inclusive (boy/girl). I asked five parents from my local school to fill in a rating scale from one to five on each criterion.