"Over the years, Lego has had five strategic initiatives aimed at girls. Some failed because they misapprehended gender differences in how kids play. Others, while modestly profitable, didn’t integrate properly with Lego’s core products. Now, after four years of research, design, and exhaustive testing, Lego believes it has a breakthrough. On Dec. 26 in the U.K. and Jan. 1 in the U.S., Lego will roll out Lego Friends, aimed at girls 5 and up
"The Lego Friends team is aware of the paradox at the heart of its work: To break down old stereotypes about how girls play, it risks reinforcing others. “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."
From Businessweek (print link, above; via BoingBoing
), an interesting look at Lego's new girl-oriented initiative.
posted by MonkeyToes
on Dec 15, 2011 -
Lego that solves the rubik's cube, the towers of hanoi, is a vision command enabled, four-shot rotary cannon but probably still really hurts when you step on a single block.
posted by Spoon
on Feb 13, 2002 -
Maori challenge Lego to stop using Maori words for its toys
Certain Maori objected to what they claimed was Lego's inappropriate use of Maori words, and the way Lego's Bionicle game mixed together strands of many cultures. So what's next? No syncretic philosophy/art? Although I suppose marketing Jesus or Mohammed or Buddha as crappy plastic superheroes might cause a little stir.
posted by phartizan
on Oct 29, 2001 -