Montag, 27. Februar 2012

Is Lego messing up its Chance to woo Girls?

After years of catering mainly to boys Lego is now trying to court the girls with its new line LEGO Friends. According to Lego it is the result of months of anthropological research, which came to the conclusion that girls are playing differently. In fact it is a world that is aiming at girls but without the mastery and accomplishment LEGO is usually giving to boys. That is why Lego has faced critics among media, mothers and girls. Lauren Hodge the 13 year-old winner of the google science fair, which was also sponsored by LEGO, complained about the new line in an interview with TEDxWomen. Also Peggy Orenstein, the author of the book “Cindarella ate my Daughter” wrote in the New York Times that the role model of LEGO for girls seems to be “a budding Kardashian that can build herself a cafe or a beauty salon.”

"If it takes color-coding or ponies and hairdressers to get girls playing with Lego, I'll put up with it, at least for now, because it's just so good for little girls' brains," says Lise Eliot. A neuroscientist at the Rosalind Franklin University of Chicago, she is the author of Pink Brain Blue Brain, a 2009 survey of hundreds of scientific papers on gender differences in children.

Time and Sales will tell, if “most significant launch of the decade”, according to CEO Jørgen Vig Knudstorp, will be a success for the brand and as well as for the girls.

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