Traditionally, Lego building blocks were targeted mainly for boys: Trucks & Cars, Trains & Buses, Cops & Robbers, and the list goes on with stereotypical interest for boys. It was only time that the 80 year old brick manufacturing company would come out with what looks like "girl-Lego’;s" or as they’;re branded: Lego Friends.
With bubbly product names such as "Heartlake Vet Clinic" and "Andrea’;s Stage" what girl can not resist getting Lego Friends that come in new pastel color blocks, and the days of girls having to have to play with Star Wars jet fighters are over . Yet some critics think that the Lego sets for girls have been washed down from what Lego was intended to provide: solving a 3-dimensional puzzle.
In the Lego community, the enthusiasts build models based on the directions provided with their box, but eventually they grew tired of that particular model and start modifying it to their likes or even put together something entirely different. Find any enthusiast website and you are sure to find an impressive array of different combinations of Lego bricks that make something pretty incredible unique. And unfortunately with the Lego Friends, which supply girls with one plastic casts of horses and mini-figs (Lego people, mini figurines) with hardly any interchange parts, it leaves limits to one’;s imagination. Lego has always had boy and girl mini-figs, why create a line of 12 curvy ones with almost manipable hair styles.
As leading countries are having a hard time in getting girls interested in engineering, Lego thought they could solve that problem, except the friends-line is more interesting for 3 to 4 year old instead of 6 to 12. Yet the problem really lies with why not market so-assumed boy products to girls? Why not show girls playing with cars and airplanes? And it’;s not like Disney’;s Cars movie was strictly for boys, though should their Disney Car’;s Lego sets.
Esther Cepeda’;s of Washington Post Writers Group in her article "About those new Lego’;s for girls" says that as fun as the pastel colors are attractive there is no reasons for mothers and dauthers to "… walk to the next aisle and embrace the rest of Lego’;s general interest products such as medieval market villages and castles. "
In conclusion, the movement to market towards girl-friendly Lego’;s was a good idea, is this author’;s opinion. It is not the easiest market to enter, and may be with time and some suggestions from moms and group observations Lego Friends will not go the way of the now defunct Lego Universe.