More and more, you are seeing companies trying to appeal to both girls and boys in their selection of toys. LEGO opted to change the sex of their block sets to appeal to little girls. In an article by Market Watch on Feb. 27, Michael McNally LEGO spokesperson comments: “We were trying to be much more relevant to girls by being less Lego,”
Other products also being marketed towards both boys and girls include sports equipment, the well known easy-bake oven, and kitchen sets.
For LEGO, the shift in making their brand one that caters to both girls and boys has proved profitable. A Market Watch article explains:
“Though some questioned the need for a version with pink blocks, “Lego Friends,” introduced in January 2012, proved to be a huge hit. Girls now account for 25% of purchases, and helped to increase overall sales for Lego by 25% last year, to $4.2 billion, according to results released last week.”
The “Lego Friends” set includes girls Mia, Andrea, Stephanie, and Olivia – a group of friends who live in a house very similar to Barbie's.
While on the outside, the figures and blocks look different from the sets targeted at boys, the ultimate goals in terms of development for children are the same.
McNally explains: “By inspiring more girls to build, we are able to build a new audience …with whom we can foster skills such as patience, perseverance, confidence, self-esteem and pride of accomplishment.”
Sources: Market Watch. Zap2It, FOX News
What are your thoughts on the “Lego Friends” collection? How do you think toys aimed at both girls and boys will change the toy industry?