Focusing on boys saved the toymaker in 2005. Now the company is launching Lego Friends for “the other 50 percent of the world’s children.” Will girls buy in?
By Brad Wieners
Walk into one of Lego’s 74 red-and-yellow retail stores around the world, or even down the toy aisles of your localTarget (TGT), and two things are immediately clear: Lego, the Danish maker of plastic toy bricks, is everywhere, and it’s not for everybody. Rows of classic building kits for police helicopters, rockets, and trains soon give way to contemporary releases such as Lego Alien Conquest, a daffyWar of the Worlds scenario with spaceships and laser cannons, and Lego Ninjago, a “spinjitzu” warrior-themed product line heavy on martial arts and supernatural powers. Humbled before the Lego Star Wars sets there’s invariably a baffled parent on a cell phone: Am I meant to get the one with clone troopers or the Mandalorians? Is it General Grievous who has the double light-saber?
Lego Is for Girls - Businessweek
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