It’s no secret at this point how much I loved The Lego Movie. I don’t think I’ve stopped singing ‘Everything is Awesome’ since I saw it. And in true consumer fashion, I immediately went to Target afterward to see if there was anything related to Wyldstyle or Princess Unikitty that I could purchase.
Yeah, I think you can see where this is going.
There was absolutely zip to pick from that wasn’t a LEGO set that featured the two female characters in the film. I mean, I could buy pens shaped like Emmet, Bad Cop, and Lord Business. There were plenty of generic LEGO themed school supplies. I even got myself a notebook featuring a cover like Emmet’s instruction book on How to Fit In, Have Everyone Like You, and Always Be Happy!
Finding anything that featured one of the main characters or one of the more prominent side character though that didn’t require buying an expensive set though? Forget it. It’s not like one of them was on the endcap or every promotional banner on a website that sells toys. Or that both of them were on the final poster or anything.
I fared slightly better on the LEGO website where Wyldstyle had a total of three products outside of the sets. A watch, an alarm clock, and a currently out of stock keychain. This doesn’t include her inclusion in the blind minifig bags, which also has several minor female characters featured in the film. I even found girls nightgowns with Wyldestyle and Unikitty on the Kohl’s website, but that’s IT.
I really don’t get it. LEGO produces a funny movie with the message that we’re all creators in our own right. Wyldstyle gets an arc where she learns to accept that you don’t have to be part of a prophecy to be special and gets to be a character on her own besides Emmet’s love interest. And Princess Unikitty? Well, besides being sickingly adorable, she’s also one of the best examples I’ve seen in a kids movie of the positive effects of a girl embracing her negative emotions. The word “berserker” comes to mind. And yet, there isn’t a lot to choose from in terms of toys or merchandise for these two characters.
LEGO, you did really right with The Lego Movie, but I feel like you could do a little better in emphasizing in your toy marketing that girls are welcome to play with your products too. Because right now, half of your audience is feeling like an after thought.
On the plus side? The Cloud Cuckoo Land Palace set that is arguably the most “girly” of the movie sets that includes Emmet, Wyldstyle, and Princess Unikitty was sold out at Target and almost every website I’ve checked. Go get ’em, girls.