LEGO for Girls: Have They Stooped to Stereotype?
, Focusing on boys was a specific business decision to get the LEGO Group out of a major financial crisis back in 2004 when they were losing $1 million a day. The strategy worked so well that revenues increased by 105% from 2006 to 2010, and sales in the U.S. topped $1 billion for the first time last year.I have spent thousands of dollars on LEGO for my son, hosted three LEGO birthday parties and have even installed shelves to display his creations. I have indulged his passion (as has his father and generous grandparents and godparents) because it supposedly develops his math and spatial skills, or at least keeps him busy for hours at a stretch. But I have also been more than a little disheartened to see his younger sister initially drawn to our buckets of expensive plastic only to lose interest. I can’t say I blame her. I suspect that girls don’t like to play with today’s LEGOs because they so rarely see themselves represented in the minifigs, and because the events being reenacted — battles to the death, alien attacks — are unappealingly violent. (That and the fact that LEGO is routinely shelved in the “boy” section of the toy department in stores.) So when I first heard about the 2012 debut of a new theme that was more girl-friendly, I was hopeful.
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