I have been playing with Legos since I was very little. I spent ages building castles and houses and sometimes monsters and dragons. The only thing stopping my play was my imagination and not enough legos for what I wanted to build. When my daughter got old enough, we bought her a set and she seems to enjoy them as much as me. But, lately, legos seem to be more of a boy toy. The legos haven’t changed, but the marketing has. They have been marketing batman legos, Star Wars Legos, Alien legos, but not the regular sets. So, girls are just seeing all the commercials for boys and start thinking that the toys are for boys, not for girls.
Now, it isn’t like Legos forgot about girls. They had a brand called “Belville” . It tended to have sets with horse stables and puppies. There was a girl (much bigger than the mini-figures) that could ride on the horses. And, it was pink….very, very pink. Honestly, I don’t mind pink, but that was SO pink. Bellville didn’t sell very well.
So, for 2012 Lego has announced a new way to reach girls — Lego friends. As you can see from the cover of Bloomberg Business Week, they are not the typical mini-figure. The body is more curvy and the hair is more stylish. According to BBW, there will be five main characters — each one with a name and back story.
Brickblogger has more info about the sets and figures (as well as some beautiful pictures of them). The new figures look cuter. I have to say that they look similar to Polly Pockets. The sets are of cute areas like cafes, bakeries, and vets offices. Although there is some pink on the boxes, I don’t feel over powered by the pink. In fact, there is more purple than pink.
I know that some people are a little bit put off by the sets. Me, I think they are kind of cute. And, if they can get more girls to realize how much fun Legos are, then they can be great. But, we’ll see how well they sell.
For more info on the new lego sets and current lego for girl offereings:
- http://www.businessweek.com/magazine/lego-is-for-girls-12142011.html — The Bloomberg article
- http://www.squidoo.com/legosforgirls — This is my squidoo page about what legos for girls are like now.
- http://thebrickblogger.com/2011/12/lego-friends-vs-regular-lego-minifigs/ — Check this site out for pictures of the boxes, the mini-figures and the sets.