Will Legos for Girls be a big seller?

My daughter really wants these, but then she’s always enjoyed Legos. I think this will be a big hit for her age and younger. She’s almost 8.

I hope so, since some children are starting to catch on to the marketing.

Even though they made them super feminine, legos were usually seen as a “boy toy”.

@Blackberry GA. A future World leader I hope.

I hope so, but I also would hope that they’d move towards just making the toys more gender neutral, and not think that pink puke somehow equals catering to girls, while all the good ones are still really for boys.

@Blackberry That video made my day :D

I hate this crap. Legos were already for girls.

My kids, all girls, always had Legos. I dislike the whole “pink is for girls” marketing bullshit.

Gotta agree with @dappled_leaves and @augustlan… what, add pink and some hearts and move the focus away from building things and suddenly it’s for girls? That just reinforces the stereotypes that made Legos a “boy toy” in the first place.

What? I had a bucket of Legos bigger than me when I was a kid. I used to fill the living room with creations, with the help of my dad. They didn’t need to be pink or have long hair for me to want to play with them.

I don’t think so. My guess is parents who buy legos will choose to stay with the non-pastel colors, especially if they’ve got more than one kid that might be sharing the pieces.

I’m female and always enjoyed legos just the way they were, without prefabricated shapes and I would have hated pastels.

I didn’t realise Lego wasn’t for girls? Girls like robots, ninjas, trucks and the like. I actually don’t like the idea of fairyfloss pink lego either.

If anything, I would love to see Legos become more gender neutral (i.e. include more girl people/characters, more unisex themes, perhaps a wider range of colors), but I don’t think that they ever need to be “catered to girls.” Being a girl, I loved love Legos regardless of the colors or the generally boy-centric themes, because they are all about imagination.

In the end, it doesn’t matter who is supposed to play with them or what theme the Legos are supposed to have, because the magic of Legos is that they are ultimately whatever kids want them to be.

I’ve always loved Legos. I never thought of them as a sex-specific product the way that Barbie dolls and such are.

I don’t understand what’s wrong with making pastel Legos. There are children that like dolls and pink and other pastel colors, so why shouldn’t they be made. I know no one here is saying they shouldn’t be made, but that it won’t be a hit. My daughter saw the commercial for it today and she was very excited. She has a birthday coming up and asked if she could get it.

She also wants a new skateboard. I think some people are making this a bigger deal than it needs to be. I would love to hear from parents who actually have a young daughter and hear how they feel. Are you going to tell your daughter (or son) no if she asks for it?

@jonsblond I don’t have a problem with it, I just don’t see why there needs to be a specific marketing campaign that says these Legos are for girls. Why not just… roll out more products? It’s Lego, for crying out loud, they shouldn’t need to rely on this to sell products. Girls already like Lego. <—That’s the point.

@jonsblond I wouldn’t have said no if my kids wanted this when they were younger. They had Legos and dump trucks but they had Barbies, too. I really like the idea of of all toys being more diversified in the first place (like include the pastel colors & boy AND girl figures in the regular lego sets.) While my girls did have Barbies and other dolls, we tried to have their doll world reflect the real world, too, by having black and Asian dolls, for instance, along with the white ones. I’m just not a fan of the stereotypical marketing in play here.

@ANef_is_Enuf But does it say “Legos for Girls” on the package or is this just the media saying this? I’m trying to find a picture of an actual package. I found this and I guess there is a picture of a girl on the front, but I would have loved this when I was my daughter’s age. I would also have loved this

This page has pictures of the boxes at the bottom.

@jonsblond oh, that could be a different story. Even without the packaging, I have a hard time imagining that these aren’t specifically being marketed to girls.. of course they are. It just seems silly, to me, since it seems unnecessary. I loved Legos as a little girl. My parents weren’t exactly bursting ahead of their times in progressive parenting, I had my Legos and my firetrucks… and I had my Strawberry Shortcake and Easy Bake Oven, too. It just seems to me that Legos are loved by many children, boys and girls alike, and to suddenly start marketing to girls with girl-specific Legos is almost insulting.
Would I try to stop my daughter (which is hypothetical, as you know I don’t have a daughter) from wanting to play with these, or would I refuse to buy them? No, of course not. I just think it is sad that it would take frills and pink frou-frou to interest any child to play with such a wonderful toy.

I wonder where they will put these packages in the store. In the typical pink aisle with dolls and Barbies or with all the other Legos. If they are with all the other Legos then I see no problem really. But then I don’t worry about things like this. I let my children like what they want to like. My daughter just happens to like a lot of the girly stuff.

@jonsblond I wonder, too. My boys are not crazy about Legos (they were when they were little, but it didn’t hold their interest). Are Lego usually in a space of their own, or are they with the aisles that have the other “boy toys?” Do you know?

@ANef_is_Enuf There’s usually an aisle just for Legos. I often find them near all the Nerf items.

Mmm, Nerf is fun, too.

I agree!

I would like to add that a commercial for this just came on, and it shocked me to see just how strong the girly marketing is for these. While I didn’t think that these “Legos for girls” were necessary, I wasn’t initially opposed to them. But I now see a major difference between these “girl” Legos and the traditional Legos- no boy will ever have any desire to use these Legos, whereas girls and boys use classic Legos. Not only are they designed aesthetically for girls, but the Lego sets are all involving stereotypically girly activities and places, such as going to the hair salon or a bakery. I don’t think that I would ever try to stop one of my hypothetical children from playing with them, but I don’t understand why these things can’t be incorporated into the traditional Legos, as opposed to creating a whole new style and campaign for them.

I will say finding Lego sets for my daughter this Christmas was difficult. I loved Lego as a child – the difference was they were generic back then. I do think the marketing has changed over the years to attract mainly boys and, while I’m not overjoyed with this particular marketing ploy, I am glad to see Lego has finally remembered us girls.

All I could find while Christmas shopping were sets of things like Harry Potter, Sponge Bob and Star Wars. (She is too young for HP, isn’t allowed to watch SP and doesn’t mind, and doesn’t care about Star Wars one bit.) These sets seem to be taking over. Yes, I know you can make other things with the blocks included, but the likelihood is that someone with a Harry Potter set is going to make things related to Harry Potter.

But, that is beside the point. The point of Lego, IMO, is to ignite the imagination. Start with little blocks and create something! She will still do this with wooden blocks, but is getting bored with them as she gets older.

I finally found one “Lego Classic” box, which was practically hidden on the shelf and not listed on the store’s website. In fact, I didn’t come across it in any Lego searches (in store or online) up to that point.

Lol. I love how in the picture, that blond haired Lego women is holding a decapitated head.

Yeah, bring that on. I liked Legos when I was little. When we moved to Winnipeg, my dad got me some, and I had a blast with them. Back then they didn’t really have any themes, but I liked using the blocks, and my imagination, to put together haunted houses…and then smashing them apart while pretending to be a jotunheimr.

No, Scandinavian myth obsession isn’t something new with me. Where the fuck are my Viking Legos???

But yeah I guess that’s pretty awesome, as long as it doesn’t use itself to paint some kind of social image. Which it prolly will. But lawlz, Star Wars Lego sets that don’t actually require you to put anything together.

@Supacase I agree about the packaged sets of Lego… but they’ve been doing that since Star Wars actually came out! I’m sorry to hear that the trend is to sell only those, though.

Yeah. It sucks what they did to Legos. They used to be for building whatever a kid can imagine. Now they’re “sets” that you build the “thing” it’s designed to build.