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.
Like Us on Facebook
"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.
© 2015 KpopStarz. All rights reserved. Do not reproduce without permission.
Tagged : world news
Latest Photo Gallery
Exclusive 01.26.15 | 03:37PM EST
“EXO has an amazing style of music that will just capture your heart,” says 16-year-old K-popper Amanjot Singh.
Exclusive 01.24.15 | 08:07PM EST
FTISLAND will perform in Los Angeles and New York City during their U.S. tour.
Editorial 01.24.15 | 01:40PM EST
We've compiled a list of 7 songs by K-pop idols that have verses in Spanish or are entirely in the language.
Editorial 01.24.15 | 01:33PM EST
If you're looking for some variety in your workout routine, try staying fit like some of your favorite stars.