Very interesting article about how Lego has rebuilt its business model over the last few years (the company nearly collapsed in 2005) and how the new toy line aimed at girls is part of an ongoing process of learning more about how kids actually play with the blocks compared to the company’s earlier assumptions:
The key difference between girls and the ladyfig and boys and the minifig was that many more girls projected themselves onto the ladyfig—she became an avatar. Boys tend to play with minifigs in the third person. “The girls needed a figure they could identify with, that looks like them,” says Rosario Costa, a Lego design director. The Lego team knew they were on to something when girls told them, “I want to shrink down and be there.”
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. A neuroscientist at the Rosalind Franklin University of Medicine and Science in Chicago, Eliot is the author of Pink Brain Blue Brain, a 2009 survey of hundreds of scientific papers on gender differences in children. “Especially on television, the advertising explicitly shows who should be playing with a toy, and kids pick up on those cues,” Eliot says. “There is no reason to think Lego is more intrinsically appealing to boys.”
Maybe not, but even Knudstorp acknowledges that Lego’s girl problem will be hard to conquer. Lego sponsors a series of clubs called First Lego League to get kids interested in science. Recently, Knudstorp attended a Lego robotics contest and spoke to a Berkeley (Calif.) professor whose daughter excelled. “We’re seeing lots of girls perform extremely well, but her mother said to me, she won’t say that she’s a ‘Lego kid’ because that’s a boy thing,” Knudstorp says. “I don’t have any illusions that the girls business will be bigger than the boys business, but at least for those who are looking for it, we have something to offer.”
Read the whole article Lego Is For Girls at Businessweek.com
via someone on Twitter, but I lost the link to the tweet – sorry!