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#2448 DISCUSSION: Cultural Appropriation in LEGO

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LEGO products have referenced many different cultures around the world, but unevenly. While some LEGO depictions of culture have been deeply respectful, others have exoticized cultures in an insensitive and inappropriate way. In addition, some cultures have been given more importance than others, while other cultures are conspicuously absent. 


Today, we’re looking at selected examples of how LEGO has represented (and misrepresented) various cultures over the years.


#2448 DISCUSSION: Cultural Appropriation in LEGO  Although some LEGO depictions of culture have been deeply respectful, many of its products have exoticized cultures in an insensitive and inappropriate way.   Today, we’ll examine how LEGO has misrepresented various cultures over the years.  Swipe to learn more!  Images of LEGO minifigures representing various cultures around the world, each with a bias.

What is Cultural Appropriation?  Cultural appropriation occurs when the shared beliefs, customs, and traditions of a specific people are depicted through reductive language, symbols, or stereotypes.  Although LEGO has appropriately referenced specific cultures in themes such as Castle, Monkie Kid, and the Lunar New Year line, there are other examples of LEGO depicting certain people, places, or events from a problematic perspective.  Frequently observed: Historical portrayals tend to focus on the most bloodthirsty aspects of a civilization, glamorizing conflict. A certain region is portrayed as unknown or unsafe and only exploration or rescue can occur there. Indigenous populations are presented as savage protagonists for adventurers and conquerors. Cultural elements are exaggerated or combined in an attempt to inject interest or excitement.  How many examples can you spot?  *Licensed themes aren’t included, since LEGO doesn’t develop those narratives. Content is categorized geographically, but culture often transcends borders.

EUROPE  LEGO has exploited several violent themes from European history, often adding fantastical elements to inflate excitement.  In 2005, LEGO launched the Vikings theme, depicting Norse culture as barbaric and warmongering. History and myth were combined to portray Vikings brandishing medieval weaponry and grim battle expressions.   Images of LEGO CMF Viking and set 7018 Viking Ship.  In 2012, LEGO released the first of several CMFs representing only the bloody and brutal aspects of the ancient Roman Empire. Though based on reality, this misrepresents Italian history as a whole.  Images of LEGO CMFs Roman Soldier, Roman Commander, Roman Gladiator, and Roman Emperor.

NORTH AMERICA  Native Americans have been depicted with colonial terms, literal “red skin”, and as dangerous savages in conflict with Frontier settlers.  In 1964, brick-built Native Americans were introduced, followed by more Western themed sets featuring “Red Indians” in the 1970s.   Images of LEGO sets 805 3 Little Indians and 215 Red Indians.  In 1997, the poorly-named “Indians” theme represented Native Americans with minifigures sporting warpaint and frowning faces, reinforcing negative stereotypes.  Image of LEGO set 6766 Rapid River Village.  After releasing several non-threatening Native Americans, CMFs disappointingly returned to the “savage native” narrative in Series 10.  Image of LEGO CMF Tomahawk Warrior.

CENTRAL/SOUTH AMERICA  Latin America and its people have been depicted with several stereotypes and implied peril.  In 1997 the Outback theme portrayed a barren Amazonian landscape inhabited by man-eating wildlife being “explored”.  Image of LEGO set 6490 Amazon Crossing.  LEGO referenced Mesoamerican culture in the Adventurers theme, which featured Aztec-inspired idol-worshipers being “discovered” by Western expeditionaries.  Image of LEGO set 5976 River Expedition.  The rarely-controversial Friends theme randomly depicted a rescue in the Andes in 2020.   Image of LEGO set 41432 Alpaca Mountain Jungle Rescue.  An unusually large number of sombrero-wearing characters are seen in the CMF series, along with several violent Aztec warriors.  Images of LEGO CMFs Mariachi, Taco Tuesday Guy, Mariachi (with guitar), Piñata Boy, Aztec Warrior, and Ancient Warrior.

AFRICA  African culture has only been represented in LEGO in the form of animal tourism and monstrous versions of ancient Egypt.  Since 1997, multiple LEGO safari sets across various themes have presented Africa as an animal wilderness being visited by tourists.  Images of LEGO sets 699 Photo Safari, 2689 Savannah Animals, and 2968 Animal Safari.  In 1998, the Adventurers theme introduced ancient Egyptian culture in the context of tomb robbers, with mummified zombies, skeletons, and scorpions being unearthed by Western explorers.  Image of LEGO set 2996 Adventurers Tomb.  Mummies parodying the ancient Egyptian afterlife were also seen in the Studios and Pharaoh’s Quest themes, as well as in CMF Series 3.  Images of LEGO sets 1383 Curse of the Pharaoh and 7327 Scorpion Pyramid, and LEGO CMF Mummy.

ARCTIC  Despite having a few themes dedicated to the Arctic Circle, LEGO portrayals of the polar region have been one-dimensional.   The Arctic Technic theme from 1986 included structures, vehicles, and characters designed for exploration and rescue purposes, providing an outsider’s perspective rather than portraying the lifestyle of the polar population.   Image of LEGO set 8660 Arctic Rescue Unit.  Throughout the 2000s, the minifigure-scale Arctic theme and the short-lived Logic theme continued this trend, occasionally including polar animals and “explorers” but no Arctic inhabitants.  Images of LEGO sets 6520 Mobile Outpost, 3621 Polar Animals, and 60195 Arctic Mobile Exploration Base.

OCEANIA  The Pacific has been depicted in LEGO with questionable accuracy.  In 1994 LEGO introduced Polynesian culture with the Islanders subtheme of Pirates, which combined symbols from various parts of 19th century Polynesia—such as Samoan headdresses, Māori stone carvings, and Hawaiian decorated vessels—to portray an exaggerated, imperialist vision of Pacific culture.  Image of LEGO set 6278 Enchanted Island.  In comparison to their pirate counterparts, Pacific Islanders were depicted as barefoot idol worshippers. LEGO has since released several grass-skirted CMFs, which only furthers this outdated colonial narrative.  Images of LEGO CMFs Hula Dancer and Island Warrior.  When Bionicle was launched in 2001, storylines contained names and terms taken from Māori culture, and LEGO was sued for using several frivolously.   Image of LEGO Bionicle characters.

EAST ASIA   Several LEGO themes have portrayed East Asia sensitively, but there have been a few missteps.  East Asian people were labeled with colonial terminology when first portrayed in LEGO in 1963.  Image of LEGO Doll Set.  In 1998 East Asian culture was referenced in Ninja, a subtheme of Castle which fused ancient Japanese and Korean motifs and weaponry. Classical Bushido and Shinto concepts were the backbone of the Ninja subtheme, and would also inspire the fantastical Ninjago theme in 2011.   Images of LEGO sets 4805 Ninja Knights and 2254 Mountain Shrine.  CMFs representing East Asian culture tend to focus on themes of violence.  Images of LEGO CMFs Ninja, Karate Master, Samurai Warrior, Sumo Wrestler, Judo Fighter, and Hun Warrior.

CENTRAL/SOUTH ASIA  Central/South Asian depictions in LEGO have been exoticized and rely on stereotypes.  The Orient Expedition theme from 2003 featured several sets depicting South Asians as frowning, turbaned warriors wielding scimitars and riding elephants.  Image of LEGO set 7418 Scorpion Palace.  A non-threatening Islamic minifigure first came in CMF Series 6, which depicted a stereotypical fairytale version of an Islamic jinn. An Indian trope was introduced in Series 13, followed by the inexplicable return of a generic turbaned villain in Series 16.  Images of LEGO CMFs Genie, Snake Charmer, and Desert Warrior.  Do you agree with our conclusions? Has your culture been represented respectfully by LEGO? Let us know in the comments below!


3 Comments


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berlwow25
Jul 20, 2024

This article is full of inaccuracies, misinformation, and biased interpretations of innocent toy products. Like it or not war features as an integral part of human evolution, society, and condition. These products should not be denigrated because they were developed from a Western angle, with many ten or twenty or more years old. Applying contemporary values to past works represents a slippery slope of moral relativism because the past will never be able to live up to today’s standards because the people who made these the things in past saw issues differently. Much of this article’s criticism focuses on undermining the scientific advancements pioneered out of the Enlightenment as Europeans began exploring the planet and cataloging its many wonderful flora,…


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