As soon as I saw Lego Belville – the ’90s range designed for girls – I knew I didn’t want it. This in retrospect was a bit of a problem for Lego, because not only was I a girl (and so bang in the target market), I was also very keen on Lego. I’d built towns, castles, pirate forts. God damn it, I loved those little bricks.
I wasn’t resisting out of tomboy pride, either. My play repertoire involved a large cast of My Little Ponies, all various shades of sparkly pastels with glossy synthetic manes to be tended. Pinkness and girliness were in no way repugnant to tiny me. But I could tell when someone was taking the piss, and Belville was quite obviously not proper Lego.