Last December, we published an article about how American Girl went woke, pushing gender ideology and the LGBTQ agenda through their dolls and books. Sadly, American Girl isn’t the only generationally beloved toy company to have embraced the way of the world. The latest toy company to have gone full woke is Lego, and as in the case of American Girl, this isn’t a sudden switch.

In 2021, Lego released a set called, “Everyone Is Awesome.” Inspired by the LGBTQ flag, it was released in honor of pride month. (See the featured picture above.)

In 2022 they launched a campaign entitled “The A-Z of Awesome,” with the tagline stating, “This is the A-Z of Awesome, a colorful alphabet of identities built from LEGO bricks, created by our incredible LGBTQIA+ fans!”

This seems to have flown mostly under the radar until Lego posted it to their Instagram page about a week ago, sparking frustration in parents who don’t want their children exposed to the pervasion of the LGBTQ agenda.

For the campaign, Lego invited people who identify as LGBTQ+ (including a man pretending to be a woman) to build something related to a letter in the alphabet that they felt represented them and their “identity.” Among others, you will find “C for Coming Out,” “I for Intersex,” “L for Lesbian,” “N for Non-Binary,” and “Q for Queer” (see photos).

Lego also said they would be donating to “LGBTQIA+ charity partners” as part of the campaign.

It’s incredibly sad when yet another company – especially one that has touched so many childhoods – falls prey to the religion of the world. In Matthew 12:30, Jesus said, “Whoever is not with me is against me, and whoever does not gather with me scatters.” Even though a secular company may appear to uphold Christian values for a time, the company is against Christ and will eventually show it.  Lego is following the world because it doesn’t have eyes to see what God’s law says.

“They are darkened in their understanding, alienated from the life of God because of the ignorance that is in them, due to their hardness of heart. They have become callous and have given themselves up to sensuality, greedy to practice every kind of impurity.” (Ephesians 4:18-19)

In short, Christians shouldn’t be surprised when a secular company goes the way of the world.

What makes Lego’s story more tragic is that Ole Kirk Kristiansen, Lego’s founder, was a Christian (and by some accounts a very devout one, praying with his employees before work and holding company-wide Bible studies). Even though the current owner of Lego is Ole Kirk Kristiansen’s grandson, the company didn’t retain its Christian heritage, evidence that it doesn’t take much for a family, organization, or country to lose faith. Parents must make a point of training their children up in the Lord, encouraging them in faith, and teaching them Christ. In a sin-dominated world, parents aren’t the only ones seeking to train their children.

Every time a secular company goes woke, it should serve as both a warning and a reminder. Christian, this world needs Jesus so desperately. We are going to stick out more and more as aliens in this world while companies that seemed trustworthy capitulate to godless ideologies. By God’s grace, let’s use our non-conformity to shine the light of the gospel of Jesus Christ into this present darkness with the hope and prayer that hearts turn back to Him.

The devil is a roaring lion seeking to devour (1 Peter 5:8). The Bible says to “Train up a child in the way he should go; even when he is old he will not depart from it (Proverbs 22:6).” Put two and two together, and it just makes sense that the devil will go after children. They’re impressionable – what you teach them will remain their whole lives – and they are less able to protect or defend themselves than adults. It’s why public schools try to keep secret the woke indoctrination they’re teaching children, or why Disney’s agenda is often found in movies aimed at young kids.

For a long time American Girl (owned by Mattel since the early 2000’s) has been a trusted brand for both girls and parents alike. Girls enjoyed high-quality (less so since Mattel’s ownership) dolls and accessories to play with and fun stories to read and learn from. Parents would get helpful tools and assurance that their daughters were playing with safe, educational, wholesome, fun toys. American Girl was a company that taught girls to enjoy being girls and to reach for the stars through their historical line (now called Beforever), their Girl of the Year line (also referred to as GOTY), and the various iterations of the Truly Me dolls.

But, as generally occurs with secular companies these days, American Girl has gone woke. And, as is also generally the case, this isn’t new. It’s just been publicly discovered. The recent outcry is over a book they released as part of their Smart Girls Guides about body image, entitled A Smart Girls Guide: Body Image. 

Parents are rightly upset that the book (aimed at girls 10+) teaches girls about transgenderism, that there’s a difference between how you show your gender and how you identify, that’s it’s okay to think you were born the wrong gender, what non-binary is, pronouns, the steps a doctor might take (such as puberty blockers),  resources for girls who “don’t have an adult [they] trust,” and more. See the included pictures to read the majority of the information they provide on transgenderism. The book is rather drenched in it, however, so it’s not just what is included in the photos.

A Smart Girls Guide: Body Image also contains CRT (critical race theory) and other things parents (Christian and otherwise) might not want their girls reading about.

Though I would call it the most explosive, the transgender push in A Smart Girls Guide: Body Image is not the first propaganda American Girl has done in the realm of wokeism. It’s certainly the most blatant, and one that even secular parents can see is harmful. The company has been going woke for a while, changing with the culture. When I was still in elementary/middle school, the spotlight in their magazine featured a girl with two dads (which wasn’t the focus of the article – it was about good work the girl was doing – but was definitely mentioned when the girl talked about her family), including a full-page picture of the girl with her family. Around 2020, they launched the ‘World by Us’ line, which included CRT, and in 2021, American Girl’s GOTY was Keira Bailey. She had gay aunts, and her story involved her going to live with them in Australia.

But what would you expect from a secular company who’s slogan is “Follow your inner star?” The Bible is incredibly clear that following your own heart and own understanding is a bad idea (Jeremiah 17:9, Proverbs 3:5-7, and Matthew 15:19). Our hearts are marred by sin, and it’s only through Christ that we are able to be made righteous. Keeping the woke stuff under the radar as much as possible (releasing it without a ton of fanfare or trying to present it as normal) allows companies to indoctrinate kids without parental knowledge.

“And this is the judgment: the light has come into the world, and people loved the darkness rather than the light because their works were evil. For everyone who does wicked things hates the light and does not come to the light, lest his works should be exposed. But whoever does what is true comes to the light, so that it may be clearly seen that his works have been carried out in God.” (John 3:19-20)

The devil is after children (as evidenced by companies glorifying and pushing sin at children and families), and is painting unbiblical, broken, and dangerous lifestyles in a fun and attractive way by clothing them in children’s companies. They can’t just let kids be kids because they know that indoctrination works best when a person is young. “Be sober-minded; be watchful. Your adversary the devil prowls around like a roaring lion, seeking someone to devour (1 Peter 5:8).”

Parents, be watchful. Bring this stuff to light. It’s your God-given duty to train your children in the way they should go. Christians, speak the truth in love. It’s needed now more than ever.

By Bill Bumpas

A pro-family organization says it was surprised to learn that “American Girl Magazine” has decided to step into the culture war in favor of homosexuality.

“American Girl,” owned by toy manufacturer Mattel, featured a picture of a family with two dads in an article about adoption.

One Million Moms, a ministry of the American Family Association, says it supports adoption but “glorifying sin” is not how to bring attention to it.

By praising the homosexuals’ adoption, says OMM director Monica Cole, Mattel has decided it will force a conversation between parents and children, even though that’s a topic that “parents may not feel that their child is ready to have yet.”

The website for “American Girl” states that the bi-monthly magazine reaches more than 400,000 girls. The magazine is targeted at girls ages eight and up.

On its website, OMM features a photo of the magazine story on its website, describing how “Daddy” and “Dada” adopted children from foster care.

The picture was published in the magazine’s November/December issue, which could end up affecting Mattel’s bottom line.

“I believe the retailer is shooting themselves in the foot,” says Cole, “because conservative and traditional families will not be able to purchase their products in good conscience this Christmas season.”

One Million Moms is asking its members and others who are concerned to contact “American Girl” and Mattel, and urge the company to remain neutral in the culture war. Contact information is on the OMM website.

This article was originally posted here