Toys get sex change? Not exactly, but that is the term being used for toys that are getting changed to appeal to both sexes. As reported in an article from Market Watch on Wednesday (Feb. 27), companies like LEGO are making a concerted effort to appeal to both boys and girls.
The report states that at one point 90 percent of all Lego sales were to boys until the company made a concerted effort to start selling products girls would like. Enter the LEGO Friends line, which was introduced in January 2012 and has already proved to be a success. Now, suddenly, girls account for 25 percent of the sales for LEGO and it only seems to be growing.
The business model that LEGO used ended up generating an estimated $4.2 billion in sales of girls' products during 2012. This showed companies that there are toys that can get a sex change when it comes to how the marketing is geared.
In 2013 there will be additional entries that cross the marketing lines, including the Heartbreaker Bow by Nerf that will appeal to girls by taking advantage of the popularity of "The Hunger Games." Then there are the Flutterbye Flying Fairies which crosses over a product typically geared towards girls and turns it into something that resembles a flying helicopter.
Toys that get a sex change in this manner could continue to happen if the next attempts to spread their market share are successful. If Nerf can get girls more interested in their products, this could be a huge windfall.
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