Lego is offering 7-year-olds advice about how to 'change up their look'.

And the people are smashing things up in protest. Like, Lego things.

When you think ‘beauty’, you don’t necessary think little plastic men and women, do you? Apparently, we should. Toy giant LEGO has just started giving out unwanted beauty advice to kids – yes, KIDS – because that’s where we’re at now.


Children around the world are buying the Lego Club Magazine and pouring through the pages, hoping to find some cool toys to beg their parents for. But instead, they get this.

Sharon Holbrook is the mother of a seven-year-old daughter who reads the Lego Club Magazine. When her daughter started asking what her face type is, Holbrook was pretty stunned. Holbrook wrote about the ridiculous concept for the New York Times.

“My seven-year-old wants to know if she has an oval face. Why? Because “oval faces can often have almost any style haircut because almost everything looks great on this face shape!” Her sudden concern with her hairstyle “looking great” comes courtesy of her new Lego Club Magazine, which included “Emma’s Beauty Tips” in the March-April 2015 Lego Club Magazine.”

The article featured ‘Emma’, who is apparently a bit of a controversial plastic doll in the Lego community due to the terrible gender stereotype behind her character. Emma wants to teach you how to change up your look.

Because obviously, at seven, that’s what your focus should be.

Related: These 1970s LEGO instructions are real and they’re AMAZING.

Let’s break this thing down – the magazine’s target audience is children aged between seven and 12. We don’t really think they CAN change up their look, nor should they have to just to accentuate their ‘heart-shaped faces’.

The toy brand has since apologised, saying they were only reacting to feedback that their readers wanted an advice column. However, they should probably learn not to copy and paste replies to negative feedback if they want to seem at all genuine.

I’m still not convinced.. I think the advice column might have been better received if it were about convincing your mum to buy you a puppy or how to do basic mathematics.

Not cool, LEGO.

The LEGO beauty advice controversy was one of the topics on this week’s episode of the Mamamia Out Loud podcast. You can listen below.