LEGO launches line for girls

Move over Barbie! Legos is expanding it’s product line. The latest batch of plastic bricks, due out on shelves in January, is geared specifically to girls.

After years of deliberately focusing on the school-age boy population, the Danish maker of plastic toy bricks will roll out Lego Friends, aimed at girls 5 and up.

Sets include houses, a cafe, a vet clinic, a beauty shop, and stables. Brick colours include pink, purple, turquoise, and tan. It will be a more story-based theme following five girls (known preliminarily as animal lover, smart girl, beautician, singer, and a social girl).

Unlike tiaras and pink chiffon, Lego play develops spatial, mathematical, and fine motor skills, and lets kids build almost anything they can imagine, often leading to hours of quiet, independent play. Look for Lego Friends at Wal-Mart, Toys “R” Us, and Target.

Source: Bloomberg Businessweek

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