Constructing new friendships?

Many kids wrote “Lego” on their holiday wish list, but how many of those Lego-wishers were girls?

The company hopes a new line,  Lego Friends, will help bridge the gender gap they have observed with their building blocks.  Released in the US just weeks ago, CEO Jorgen Vig Knudstorp was quoted as saying the 23 products feature “29 curvier and taller figurines who live in the town of Heartlake City.”

Will Lego Friends be shelved with construction toys or in the pink ghetto section?  And will girls respond positively to the gender-specific color coding of lavender and azure?

I’m rather amused that Lego, one of the most recognized toy brands, would attempt this so soon after Hamleys of London, one of the largest toy stores, bowed to pressure about gender stereotypes in their store.

 

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