Legos for Girls – as if they weren’t already

"Hi. I'm Olivia, and I want to be your Lego Friend"Lego has been doing a lot of market research and is going to be coming out with a new line for girls.  Phrasing it this way kinda wants to make me puke, but the actual stuff I have seen is pretty cool.

Here is the the complete article from business week, but this quote was the most interesting part to me:

“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.

The key difference between girls and the ladyfig and boys and the minifig was that many more girls projected themselves onto the ladyfig—she became an avatar. Boys tend to play with minifigs in the third person. “The girls needed a figure they could identify with, that looks like them,” says Rosario Costa, a Lego design director. The Lego team knew they were on to something when girls told them, “I want to shrink down and be there.””

Here is a hacker’s workshop that they are coming out with.  The colors are a little pink for my taste, but I’d still totally buy this for either of my kids.  You’ll notice that the minifigs are a little bigger than mr/ms yellowhead.



I can’t wait to see what other kids they have set up.  You know what else would be awesome?  If they could wear Polly Pocket Clothes.

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