LEGO’s “female oriented products”
Sun, March 6, 2011, 22:14 11 Comments
See what I mean about can’t stay away too long? Anyway, noticed none of the other major sites have reported this yet…
Guardian’s article on “LEGO bids to build a greater appeal for girls” caught my eye. Some highlights:
- UK managing director Marko Ilincic said that girls represent “a significant opportunity that is still untapped” for the company, and that “that is something we are working hard to address”.
- Between the ages of two and five, girls play with Lego as much as boys.
- Girls only account for a fifth of Lego users aged five and over.
- Girls like the creative play Lego offers, but are far more interested in role play, pay greater attention to detail, and like collectibles like dolls,” Ilincic said
- He said Lego’s product designers were working hard to come up with female-oriented products, which will hit the shelves shortly: “We’re looking for the right balance of creativity that appeals to girls and construction. We don’t want to take the construction away altogether, but there are degrees of ‘constructability’, and simply producing a pink version of the boys’ products is not enough. An understanding of how gender patterns differ is key.”
The article even recognises AFOLs…
- Ilincic suspects that the proliferation of social media sites may also have played its part in Lego’s increasing popularity, particularly among adults: “There are thousands of websites for Lego enthusiasts and my perception is that this is increasing adults’ interest because it enables them to get together and share ideas about the products.”
- However, while Ilincic is keen to target girls, he has no such plans for adults: they, it seems, must content themselves with the children’s range.
Tho I seriously doubt kids have the budget to buy modular or UCS sets that cost a few hundred dollars each… anyway… yeah.
As for the girls theme, the stuff about role play, attention to detail and likes collectibles… a medival princess theme? A doll-house? Hmm… more news anyone?