Lego sets aimed at girls are a success, despite complaints

02/24/2013 | Bloomberg Businessweek

Despite drawing some resistance from those who say it reinforces gender stereotypes, Lego's Lego Friends line aimed at girls is a hit, already the company's fourth-best-selling toy line, writes Brad Wieners. Lego rep Michael McNally says, "Our data show that we tripled the number of girls who are building with Lego bricks in the U.S. market since the launch of Friends, and we've significantly shifted the gender split among Lego users."

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