While LEGO blocks have typically been associated with young boys, girls like LEGO too, and the company is appealing to this consumer group by releasing a very girlie product line called 'LEGO Friends.'
Specifically targeted at girls ages 5 and older, the LEGO Friends line includes 23 products that center on mini-doll figures created to appeal to little girls' interests. For example, the figures have personalities and include 'Mia,' the animal lover, 'Emma,' the beautician and 'Andrea,' the singer. These lovely little toy block dolls are designed to be compatible with and offer a similar look as the other classic LEGO figures, but each LEGO Friends doll is about 5 mm taller. The LEGO Friends line also includes sets with interior building blocks and accessories. Prices range from $5.99 to $99.99 USD.
Girlie Toy Blocks
The LEGO Group Launches 'LEGO Friends' For Young Females
Trend Themes
1. Gendered Toy Products - The LEGO Group is recognizing the commercial potential of this traditionally underserved market and is opening the door for other companies to follow suit.
2. Creating Customized Toy Lines - Companies can cater to customer interests and preferences by developing products tailored to specific demographics or niche markets.
3. Expansion of Established Product Lines - Companies can build on existing brand recognition by expanding their product lines into new areas or demographics, as LEGO has done with its 'Friends' line.
Industry Implications
1. Toy Manufacturing - Companies can overhaul traditional gendered approaches to toy production by creating products that appeal to a wider audience and emerging market bases.
2. Market Research - Businesses can utilize surveys, social media, and market data to better understand customer preferences and demographics, leading to more targeted and effective marketing and product development strategies.
3. Retail - Retailers can differentiate themselves by offering a wider range of products that cater to traditionally underserved demographics, in turn driving increased sales revenue and customer loyalty.