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Sunday, June 10, 2012
LEGO Tech & Robotics: It's the Year of the Girls...Update 2
Last December the LEGO(R) Group launched a new theme, "Friends," building kits aimed at the possibly lucrative girls' toy market. It was met with some controversy; criticized by some as being sexist and reductive. Some thought the new minifigures in the Friends kits were a departure from the traditional minifigure, as maybe a bit too "realistic. " Actually, the Friends minifigures are more little "girlish" than early female "womanish" minifigures that actually showed cleavage.
Well LEGO took a gamble and it paid off with the "Friends City Park Cafe" being named Toy of the Year. LEGO is definitely on the right track in wooing the girl's market with Friends, pastel colored bricks, Duplo, Technic and robotics elements. There has been an increase in girls attending "Brick Events" and signing up at LEGO Tech Centers. Hey, if it gets the girls interested in designing, building, and thinking about future careers in architecture and engineering, then thumbs up to LEGO; it is no longer just a boy toy.
P.S. I have found that some of the boys like the new pastel color bricks too. *