Legos for girls?

December 15, 2011

"Hi. I'm Olivia, and I want to be your Lego Friend" Nick Ferrari

Many of our libraries have large Lego programs and I thought that this might be of interest.  Business Week published an article: Lego is for girls.

Are Legos gender neutral?  Do they really need to make pink and purple ladyfigs to bring in girls?

Lego confirmed that girls favor role-play, but they also love to build—just not the same way as boys. Whereas boys tend to be “linear”—building rapidly, even against the clock, to finish a kit so it looks just like what’s on the box—girls prefer “stops along the way,” and to begin storytelling and rearranging. Lego has bagged the pieces in Lego Friends boxes so that girls can begin playing various scenarios without finishing the whole model. Lego Friends also introduces six new Lego colors—including Easter-egg-like shades of azure and lavender. (Bright pink was already in the Lego palette.)

Then there are the lady figures. Twenty-nine mini-doll figures will be introduced in 2012, all 5 millimeters taller and curvier than the standard dwarf minifig. There are five main characters. Like American Girl Dolls, which are sold with their own book-length biographies, these five come with names and backstories. Their adventures have a backdrop: Heartlake City, which has a salon, a horse academy, a veterinary clinic, and a café. “We had nine nationalities on the team to make certain the underlying experience would work in many cultures,” says Nanna Ulrich Gudum, senior creative director.

via Boing Boing

posting by Lorraine


4 Responses to “Legos for girls?”

  1. Lorraine Says:


  2. Kathy S Says:

    Ack is right! My favorite gender Lego story is the time I gave our Lego club the theme of “Things that fly”. The boys all made things like fighter jets and Star Wars-type outer space fighters with lasers and bombs. They then had massive battles against each other. One of the girls made a pegasus. Yeah, it was different than the boys, but that’s the joy of Legos! Silly marketers.

  3. Anne Says:

    Oh no! All those years I was playing with Legos as a kid I was playing with a toy for BOYS?!!!

    It’s an outrage, I tell you.

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