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LEGO is hot water over sexism again and this time it’s due to a box of LEGO-themed construction stickers, which include a sticker of a worker in sunglasses with a caption that reads — wait for it: “Hey Babe!” 

Journalist Josh Stearn posted a picture of the box on his Tumblr after he found the toy at his local store. He was about to buy it for his son when he noticed the offensive sticker. Stearn didn’t mince words about how sexist he found the toy.

He writes: I was stunned [and] so mad to see a brand I love pushing this sort of thing. His post got some attention and Charlotte Simonsen from Lego’s corporate communications office in Denmark responded a week later:

We are very sorry to learn about your disappointment with this product made by Creative Imagination under a LEGO license. … To communicate the LEGO experience to children we typically use humor and we are sorry that you were unhappy with the way a minifigure was portrayed here. This product was discontinued in the summer of 2010 and we have forwarded your comment to the LEGO Licensing team for their future evaluation of how we can deliver the best possible LEGO experience across our licensed products as well.

Needless to say, Stearn wasn’t impressed that Lego’s response was to equate street harassment with humour.

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