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« Pixels and Lego; is there a connection? | Main | Changing The Way We Play – Using Social Media Thinking to Advance Board Game Mechanics »

January 2, 2012


Sue Smith

I wholeheartedly disagree! If you know anything about the way moms and girls shop, you know that the girls aisle is where LEGO Friends needs to be to succeed. Moms want convenience and they know exactly where to go when buying for their daughters-why make it difficult for them? Girls and boys will always play differently and retailers need to cater to the needs of their consumers.

Pat Frayne

All of my children and grandchildren grew up with legos. At our house it was enjoyed by boys and girls alike. It's great to see they have developed a new line especially with the girls in mind. Whenever we vist Disney land we always stop in the lego store in Downtown Disney. It's like legos for moms and dads.

Toy Tonto

Girls aisle is the way to go, boys or Lego aisle would equal doom.
That girl in the store YouTube was obviously coached or repeating her parent's rant from memory...most girls like pink princesses and boys love star wars be they marketed to that way or not, with plenty of gender neutral toys doing very well.

Paul Edwick

Much more likely that girls will go to teh "boys" section when they are comfortable with the proposition that construction toys are a good thing for them.

Seems to be a lot of gender based hysteria in toys at the moment, so why are there so many girls reading engineering in the world's top universities ? Surely they weren't all tomboys in their childhood ?

peter jenkinson

Just think, they could break all the rules and put it in two places. It is a new range and doesn't "belong" anywhere, needs to find it's space, put it in both and see where it fares best - controversial? Not really, not even that clever....

Andrea Angiolino

My daughter, 3 years old, loves Lego. We had a hard time to find the best ones, among ninjas and starsips and stuff like that: old styled bricks, doors, windows, roofs. And some wheels for cars, ambulances and stuff like that. In the end we found loads of them... in the cellar: the ones I played with as a boy. Goods for both genders and far more creative than any sort of follow-the-instructions sort-of-model-kits that Lego released in the last years.

Caitlin Ashford

To be honest I think Lego are going at the Girls market the wrong way again.
Every few years they try out a girls lego with pink bits or rediculously stereotyped themed sets or even jewellery...I remember my sister getting a jewellery lego set way back in the late 70s/early 80s.
Why do they feel they need to create a whole new style of figure when the traditional Minifig can be used in 1000s of ways.
If they want to uses traditional girl themes why not pick up a fashion designer licence to do Shop sets or fasion show sets. Hell they could do a house set (like a dolls house) but more upto date than the old lego basic style.
Or give the girls an action/adventure set where the figures are stong female characters.


Introducing this on an end-cap means that it is being FEATURED, where EVERYONE will see it - they're promoting it, not hiding it!

Marjorie Israel Chayette

I agree with Caitlin - Why create a new "girl" when they have such an iconic design that lends itself perfectly well to everyone - this new girl looks like a Lego Barbie to me. I think it's maybe worse than the cheerleader and the nurse that we discussed last year. I'm discouraged too. Target is promoting indeed - and probably a bit worried about the success of this peculiar Barbie creature.

Marjorie Israel Chayette

I just saw the website - wow - how cheesy can you get !


While Lego spent time to aim girls market, Mattel has rolled out launched in 2011 Blocky House, a brand of building blocks with articulated figures aimed at girls in Colombia.
Blocky is a construction line produced by the Argentinean maker of plastic toy bricks Dimare, which, together with plastic toy bricks Rasti brand, are imported and distributed exclusively by Mattel, through a joint venture between two companies.

Blocky ( and Rasti ( are sold in Argentina, Chile, Perú, Colombia, Paraguay, Uruguay and Bolivia markets.

Peter Santaw

It will be interesting to see how different this line is from the Tyco line "Dreambuilders" produced in the mid-90's. If I remember correctly it was an invention from Avi Arad.


Wow, your post is ralely helpful. Sometimes money is a touchy subject and can be very difficult to teach to kids. My daughter likes to play on virtual worlds like and I use it to explain to her how money works. It helps to make her understand about earning money and how we should spend it.


Here's a radical idea, Target - stop categorising your toys by "boy" and "girl" and start categorising them by function, theme or type of toy - that way all Lego toys will be together, and all toys will be easy to find by what they are.
Then Lego might find it doesn't ^need^ to "appeal to girls" because they're not being told constantly that "Lego is for boys"

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