5 ms·

Here's the article (Businessweek) amirmc is referring to: http://www.businessweek.com/printer/magazine/lego-is-for-girls-12142011.html http://www.businessweek.

• po 15y ago
  I read through this article the other day and it does a great job of showing the position Lego has worked themselves into and how they're trying to right the ship. I think it is commendable that they are trying to go after the girl market with something other than princesses. I didn't like the new 'ladyfigs' at all at first either but then again, I was a little boy and I loved the minifigs. The part about boys playing with minifies in the third person but girls wanting to play in the first person really resonated with me. I never pretended that I was a minifig. If that's what I wanted to do, they should have had more individual personality. Like what they came up with. I think the fact that they are willing to break from tradition to capture this market is a good thing. The fact that it doesn't appeal to me is probably also a sign they're doing it right.