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Lego builds big profits on new girls’ toys line

Sally Herships Aug 31, 2012
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Lego builds big profits on new girls’ toys line

Sally Herships Aug 31, 2012
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New Lego toys, sexist or just fun? Lego’s new line of girl-friendly toys has helped push the Danish toy maker’s sales up 24 percent. But the new line, which was created specifically for girls, has come with controversy. Critics say the new line reinforces gender stereotypes. Some activists say Lego should “stop selling out girls.”

Take a look at the pictures to your left, Mia’s bedroom and a treehouse. Would you buy these toy sets or similar ones for your daughter, niece, or a little girl?

In regards to the controversy, Lego has released a statement: “We want to correct any misinterpretation that Lego Friends is our only offering for girls. This is by no means the case. We know that many girls love to build and play with the wide variety of Lego products already available. Lego Friends joins this global collection of products as yet another theme option from which parents may choose the best building experience for their child’s skill and interest.”

We want to know what you think. Sound off in the comments section below and let us know whether the new toys are sexist or just fun.


Stay tuned to tonight’s Marketplace for the radio story.

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