Lego has always appealed predominantly to boys, with male customers making up 90 percent of its sales. But the company's toys are getting a sex change, as its "Lego Friends" set -- made to appeal to a female audience -- became a hit after being released in January 2012. Lego reports that girls are now the cause of 25 percent of the company's purchases, helping increase its sales by 25 percent in 2012.
Guess what that means? More toys to appeal to both genders. MarketWatch reports that Lego plans to release more sets that steer away from "martial themes" and feature instead "tree houses, civic parks, dolls houses and pet salons."
"We entered 2012 with high expectations for 'Lego Friends' but also with a lot of anxiety as we have historically never been very successful attracting girls to our play offers," Mads Nipper, Cmo of Lego, says in a statement. "That is why it has been...
Guess what that means? More toys to appeal to both genders. MarketWatch reports that Lego plans to release more sets that steer away from "martial themes" and feature instead "tree houses, civic parks, dolls houses and pet salons."
"We entered 2012 with high expectations for 'Lego Friends' but also with a lot of anxiety as we have historically never been very successful attracting girls to our play offers," Mads Nipper, Cmo of Lego, says in a statement. "That is why it has been...
- 2/28/2013
- by editorial@zap2it.com
- Pop2it
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