The new LEGO Friends line differs from traditional "boy-themed" LEGO sets in that the themes, packaging and even the little people inside (now called mini-dolls) have been specifically formulated for girls. According to the LEGO Company, they did the most extensive research ever for a product of this nature and learned that girls did not like--or could not relate to--the little people so popular with boys, so they completely redesigned them. The new sets feature more realistic, customizable and slightly taller female figures with simple names like Emma, Olivia and Andrea.
Fourteen new sets launched at the start of the year, centered around the fictional, "Heartlake City," a diverse and friendly town that looks like the start of a multi-track storyline for the 29 Friends characters LEGO will reportedly launch by year end.
Among the new sets are a two story town house, an outdoor cafe, a veterinary clinic and a beauty shop. The sets feature new packaging, new LEGO brick colors including various pinks and purples and many new elements such as birds and animals.
Despite the LEGO Company's best effort to both pre-announce and pre-handle potential criticism about gender stereotyping and marketing, groups from across the US have already begun to mobilize and complain that the LEGO Company should make products that are gender neutral. Some over the top parents have even called the new line disgusting. This is unfortunate as the LEGO Company made it clear in their press statements that extensive research went into their products and that both girls and moms worldwide liked the lineup. It looks once again like we have a case where the noisy internet and a few unhappy folks would have us believe the whole world is against tiny, happy bricks.
I am siding with the LEGO Company on this one. I have a daughter and hope one day she is a strong mother, leader or innovator (or whatever SHE wants to be). Perhaps my daughter will become a CEO or even a future president. I seriously doubt playing with pink LEGO bricks and pretending to own or work in a hair salon will hold her back
I wish the LEGO Company the best of luck with this product. I went out and bought four of the LEGO sets to show my support.
Ashley
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| New LEGO Friends Packaging. January 2012. |
Business Week Story on the launch of LEGO Friends
UPDATE: Jan. 24, 2012
Target stores recently updated their seasonal, Valentine's day area with a polybag set featuring a mini-doll at a mailbox. The set cost $3.99 and has 41 pieces.
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| Seasonal Polybag set from Target. January 2012. |
