Why Lego won’t ever make military-related toys

[Saria Dragon of the Rain Wilds]

https://www.zmescience.com/other/did-yo ... tary-toys/

Lego is one of the biggest brands in commerce right now, some claiming it’s more recognizable than Coca Cola or Ferrari. Since its humble beginnings in 1932 when Lego was only a Danish carpentry workshop, the brand has expanded massively foremost thanks to the success of its Lego bricks and iconic yellow smiley faced figurines. And although the last two decades have been very tough financially for Lego, which almost faced bankruptcy, the toy maker remains a household name and is still popular with children despite the market has shifted massively towards digital games and entertainment.

What made it also appealing is that you can build almost anything with Lego, even some pretty cool science experiments. Previously, ZME Science covered a Lego-made nuclear spectrometer model, a worm-brain controlled Lego robot, and even a Lego shuttle which was sent into Earth’s orbit. Certainly, much of Lego’s success lies in this versatility. Along the decades, Lego has released all sorts of sets following themes like Dungeons and Dragons, Star Wars, firefighters, pirates or historical Legos which feature Medival or Colonial era figurines.

While you’ll see a lot of spaceships and weaponry like swords or tiny 18th-century muskets, you’ll definitely won’t ever see military-related Lego toys. Plastic toy soldiers have never gone out of fashion among grade-schoolers, yet adhering to a strict internal policy Lego chose to forfeit some pretty good profits because it doesn’t think war should be seen as child’s play.

In a 2010 Progress Report, the Lego Group explained its stance on toys and weapons on page 26.

“Guideline for weapons and conflict in LEGO experiences”

A large number of LEGO mini figures use weapons and are – assumedly – regularly being charged by each others’ weapons as part of children’s role play. In the LEGO Group, we acknowledge that conflict in play is especially prevalent among 4-9-year-old boys. An inner drive and a need to experiment with their own aggressive feelings in order to learn about other people’s aggressions exist in most children. This, in turn, enables them to handle and recognize conflict in non-play scenarios. As such, the LEGO Group sees conflict play as perfectly acceptable, and an integral part of children’s development.

We also acknowledge children’s well-proven ability to tell play from reality. however, to make sure to maintain the right balance between play and conflict, we have adhered to a set of unwritten rules for several years. In 2010, we have formalized these rules in a guideline for the use of conflict and weapons in LEGO products. The basic aim is to avoid realistic weapons and military equipment that children may recognize from hot spots around the world and to refrain from showing violent or frightening situations when communicating about LEGO products. At the same time, the purpose is for the LEGO brand not to be associated with issues that glorify conflicts and unethical or harmful behavior.

“We have a strict policy regarding military models, and therefore, we do not produce tanks, helicopters, etc. While we always support the men and women who serve their country, we prefer to keep the play experiences we provide for children in the realm of fantasy.”

In the same year, Lego also set out rules and guidelines for the use of weapons in its products. The aim was to avoid any realistic weapons and military themed equipment that children may recognize, as quoted above.

[I REALLY HATE POKEMON!]

It probably has more to do with it being an unpopular and bland toy category. Something like G.I Joe even has to have fantastical elements to drag kids in. I presume as much anyway.

[Booyakasha]

^Tanks are cool. I loved tanks when I was a kid.

One of Lego's competitors (Tyco, I believe) had a military line, and I got the tank for Christmas one year. Had little rubber tracks and all. It was pretty rad.

[I am nobody]

I get where they're coming from, but it's hard to see how the Lego Kingdoms line isn't glorifying conflict. Or any number of their licensed lines (Star Wars, anyone?), for that matter.

Maybe the "realistic" from the previous sentence was meant to continue to that one.

[Heroine of the Dragon]

I love the dragons and elves and castles and pirates in Lego the best!! Still. After all these years. They just need more fairies.

[I REALLY HATE POKEMON!]

^Tanks are cool. I loved tanks when I was a kid.

One of Lego's competitors (Tyco, I believe) had a military line, and I got the tank for Christmas one year. Had little rubber tracks and all. It was pretty rad.

Why get a tank when you can have the Batmobile or a Transformer? There's a lot more interesting than tanks, sky's the limit. Who is going to take a generic helicopter over Millennium Falcon? Not to riff on military toys, but they're clearly not first choice here.

[Booyakasha]

Super subjective. I wasn't into Batman, I was into tanks. You can't dismiss my childhood fascination by saying it's not as good as something equally childish.

'Why have an imagination when you can have a Batmobile?' Phooey.

[I REALLY HATE POKEMON!]

did you just call transformers childish theyre robots in disguise

[Apiary Tazy]

Guess you'll have to make your own tanks, helicopters, pools of blood, and PTSD Treatment Centers.

[Booyakasha]

^^'rogering deez guys' more like haha

I'm so goldang sick of Batman. Why did you have to bring him up? Screw Batman. What a garbagey overrated property. Ugh. Batman can bat-bite me.

Why doesn't Lego kick its whole stupid worthless DC Universe line to the curb and license some good comics for a change. Like Girl Genius. Girl Genius is sick. Agatha Heterodyne is the hero we need, not that poopypants bat-themed wienerhead motherfricker. I'd buy a Castle Wulfenbach Lego set in a new york minute, homey.

...I want a Bangladesh DuPree action figure. The world refuses to make me one. The world stinks. (*folds arms*) (*pissy little attitude face*) (*totally not crying*)

[Sim Kid]

Psh, this didn't stop us from making our own tanks and airplanes anyway.

[ScottyMcGee]

I remember reading a quote from the founder saying that war is not a child's game.

[I REALLY HATE POKEMON!]

^^'rogering deez guys' more like haha

I'm so goldang sick of Batman. Why did you have to bring him up? Screw Batman. What a garbagey overrated property. Ugh. Batman can bat-bite me.

Why doesn't Lego kick its whole stupid worthless DC Universe line to the curb and license some good comics for a change. Like Girl Genius. Girl Genius is sick. Agatha Heterodyne is the hero we need, not that poopypants bat-themed wienerhead motherfricker. I'd buy a Castle Wulfenbach Lego set in a new york minute, homey.

...I want a Bangladesh DuPree action figure. The world refuses to make me one. The world stinks. (*folds arms*) (*pissy little attitude face*) (*totally not crying*)

Batman himself is overrated but I dare you to deny that the Batmobile is glorious. Do it, just try.

^ Don't they have medieval warfare sets? So I guess they're just against guns. Puh.

[Booyakasha]

Yeah. Remember that stupid-looking extra-spikey Batmobile from the Schumacher flicks? Like, the one with the big lame plastic fins that wiggle around when the car moves? Glorious as hell.

It was pretty glorious when Robin was crying about how he didn't get his own car, and then he and Batman got to listen to Arnold make jokes about ice for twenty minutes.

[Dux is not you]

The Lego Group is probably one of the most awesome companies there is.

[Booyakasha]

Lego is okay.

I liked them a lot better when they did their own thing more, instead of having all these rando licensed toy lines.

[I REALLY HATE POKEMON!]

Yeah. Remember that stupid-looking extra-spikey Batmobile from the Schumacher flicks? Like, the one with the big lame plastic fins that wiggle around when the car moves? Glorious as hell.

It was pretty glorious when Robin was crying about how he didn't get his own car, and then he and Batman got to listen to Arnold make jokes about ice for twenty minutes.

How did I not see this. Arnold may be a crap politician but he's a really punny actor.

[Sim Kid]

Why doesn't Lego kick its whole stupid worthless DC Universe line to the curb and license some good comics for a change. Like Girl Genius. Girl Genius is sick. Agatha Heterodyne is the hero we need, not that poopypants bat-themed wienerhead motherfricker. I'd buy a Castle Wulfenbach Lego set in a new york minute, homey.

DC pays more, simple enough. They got the financial backing of Warner Brothers, who's owned by Time Warner.

[Bad Dragonite]

I love the dragons and elves and castles and pirates in Lego the best!! Still. After all these years. They just need more fairies.

[Heroine of the Dragon]

She's so cute!! I'm going to need her in multiple colours!!