In the January 2012 catalog, LEGO introduced a new line called Friends.  The Girl’s Guide to Swagger wrote an opinion last week http://www.girlsguidetoswagger.com/?p=1979, called “At least they’re not pink…”

In order to test my opinions, I wanted to find out how real LEGO customers are responding to the new offering.  I invited members of the Staab family – Amanda – a 12 year old girl, Weston- a 16 year old boy, and their mom Brenda to provide their comments.

All three commented on the wide offering of different subject matter in the LEGO catalog and how many of those products can be for boys or girls.  Amanda says “Even though there are a lot more boyish LEGO sets, there are many sets that could easily be for either gender…” Amanda and Brenda makes the point that some parts of the new Friends line might appeal to boys – if the colors weren’t so “girly and pink.”  Brenda says:  ”I think LEGO is doing a decent job of marketing to boys and girls -both the girly girls and the tomboys.  However, if I were the marketing director at LEGO, I would get rid of the sentence, ‘Welcome to the world of LEGO Friends, where girls can build, create, remodel and redecorate!’ Perhaps there are boys who would find this new line of LEGOs just as much fun.”

Amanda and Weston agree that the changes to the human figures making them more realistic is a wrong move.  Weston points out that “..the mini-figures do not look like the classic LEGO people at all. The new figures look much too similar to actual people, thus taking some of the LEGO vibes away from the sets.”

Weston also says that if we were purchasing a gift for his sister he “would probably still stay away from purchasing these new LEGO sets.” He says that there are other sets he thinks she would like more such as the classic Star Wars pieces.

LEGOs does a great job making toys that fascinate all kids.  The photo with this blog shows kids age 6-28 of both genders playing together with LEGOs. Looking back at the January 2012 catalog, I was struck by how many inventive sets are offered.  I love the Tower Bridge that includes a double decker bus and the classic VW T1 Camper Van that Brenda also identified as one of her favorite.  I think LEGO is a great company and I hope their new Friends line does well.  I predict that overtime LEGO will follow the advice of the Staabs and return to marketing all sets to all kids!

As Amanda says “If it were up to me to create a new series of Legos for boys and girls, I would make outdoor adventure sets such as a rock climbing set, kayaking set, and skiing set.” Amanda is obviously a girl with swagger!

The full thoughts from Amanda, Weston, and Brenda follow.  LEGO would be wise to take a look at these insightful comments! Read more…

Have you seen the new line of LEGOS for girls?  Entitled LEGO Friends – the catalog says “Welcome to the world of LEGO Friends, where girls can build, create, remodel, and redecorate”

I first became aware of the new line through a great piece written by Peggy Orenstein, author of Cinderella Ate My Daughter.  Peggy talks about two divergent trends – #1 At least one store in London is dismantling it’s gender specific areas, in favor of toy isles organized by interests. The second trend is the one in which gender differences are made more obvious – such as the approach being used by LEGO in creating LEGO Friends.  You can read Peggy’s article here: http://r.smartbrief.com/resp/drfUCdwOtBCcbxpACidazcCicNvlBf?format=standard.

When I got the January 2012 catalog in the mail, I noted how the first 35 pages showed action figures and situations in bold colors.  The change on page 36 was startling – softer colors, less active settings – all feeling quite domestic: a beauty shop, a cafe, a house.  I did like the Vet Clinic and the Inventor’s workshop.  There also seems to be an effort of including some people figures of different color, which I appreciate. The blocks are lavender, yellowish green, dark azur, and aqua – at least they are not pink.

My concern with the new LEGO line is that girls are encouraged to build, create, remodel, and redecorate – seems pretty limited.  What about encouragement to explore, go on adventures, go hiking, scuba-diving, be a scientist or archeologist, play sports?  When children are young, they are most open to either limiting or freeing perspectives on what is possible for them. Will girls get the message that only certain professions and activities are appropriate for them?  How do we let girls know that everything on pages 1-51 is open to them – depending on their interests and talents?

Girls need the support to have confidence in trying all kinds of things; support for their emerging swagger. Girls’ confidence peaks at 9 years old and then begins to decline. I would love to be part of a new way of thinking that supports girls to grow more confident with each passing year.

My son loved LEGOS as a kid and my nieces and nephews still do. I think I would prefer an approach where all LEGOS are directed to all kids.  I’m sure that there has been extensive market studies on what will sell, and this is not LEGOS first effort to create a line aimed at girls.  I will be interested to see how well the new new Friends line does and if we see any reports on which gender kids are buying which LEGO sets.  That would be a study I would love to see!