The Danish company Lego has thought about girls to expand their sales and created Lego Friends, the female line of Lego, with five friends as protagonists: Mia, Emma, Andrea, Stephanie and Olivia. He intends to reach that market share that resists him, since most of the recipients of his toys are children.
A veterinary clinic, a tree house, a laboratory, a garden, a sports area, a design workshop, a laboratory, a cafeteria ... are some of the scenarios that can be created with the new construction games. Of course, with a feminine touch evident in the colors and ornaments of the pieces.
The Lego Friend, which have not yet arrived in Spain, have recently been sold in the United Kingdom, France and the United States, as well as in the Lego online store. The company estimates that it will reach the rest of the countries, including Spain, between spring and summer.
Plastic blocks enjoy worldwide success: they have been present in 75 countries since its creation in 1932, but their market studies indicate that 50% of potential customers are missing. The multiple scenarios of Lego, with its pirate ships, buildings, spaceships, cars, board games ... they don't attract girls enough, or rather to parents, that we are the ones who buy toys.
It is not the first time that Lego tries to approach the girls, although on previous occasions they did not achieve much success. According to the company, Lego Friends was born from an extensive study on the tastes of girls in several countries and many hours of design.
The protagonists correspond to prototypes, such as the sportswoman (Mia), the animal lover (Stephanie), the one who only thinks about what dress to wear (Andrea), the chic (Emma) or the smart one (Olivia). In the future, nine Lego Friends ethnic models will be on sale to be enjoyed in every corner.
Personally I think that a more unisex line, in the style of the models that PlayMobil presents (they are not explicitly directed to one or the other sex) would be more appropriate, because in this way many stereotypes are being perpetuated, although it is appreciated that they do not show us alone to beautiful and silly girls.
It will be a matter of time to know if Lego Friends, the female line of Lego, it triumphs like its traditional models to which, by the way, I see little impediment for them to be the object of the girls' game.
