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Toys Get Sex Change as Lego Appeals to Girls & Boost Profits

By Staff Writer | February 28, 2013 05:51 PM EST

Toys got a sex change as Lego decided to appeal for girls and by doing so increased its sales for nearly 25 percent in 2012.

The company's main consumers of boys make up over 90% of Lego sales. However the "Lego Friends" set released in January 2012 became a hit for Lego manufacturers everywhere. Thursday it was announced the pink Lego blocks helped their annual revenue to reach $4.2 billion.

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"We entered 2012 with high expectations for 'Lego Friends' but also with a lot of anxiety as we have historically never been very successful attracting girls to our play offers," Mads Nipper, CMO of Lego, says in a statement. "That is why it has been amazing to experience the enthusiastic welcome, which consumers have given the new range, as well as know that we through 'Lego Friends' have managed to introduce Lego play to millions of girls who had never received a Lego product before."

The new product line stars a group of friends named Mia, Emma, Andrea, Stephanie and Olivia who live in a Barbie-like pink-tinged world and interact with animals and one another. "Olivia's House," became the best-selling Lego collection of 2012.

"The girls we talked to let us understand that they really wanted a LEGO offering that mirrors what the boys experience, but in a way that fulfills their unique desire for redesign and details and combined with realistic themes in community and friendship," says Nanna Gundum, Lego VP in charge of "Lego Friends" development, in a statement.

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