Lego Builds Stronger Ties With Girls

The Wall Street Journal – December 29, 2015

The latest line of Lego bricks for girls, launched in 2012 and known as Lego Friends, has been controversial, with feminist groups accusing the company of perpetuating gender stereotypes through pink-clad universes such as beauty parlors, pet shops and lounge bars. But Lego executives say Lego Friends, which was initially designed as a temporary set, is proving a big money spinner and is here to stay as a permanent theme.

While girls may love to brick ’em up,
Will they also love to pick ’em up

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