“We understand that girls really want a Lego offering that mirrors what the boys experience but in a way that fulfills their unique desire for remodelling and redesign, combined with realistic themes in community and friendship,” says Lego senior creative director Nanna Ulrich.
According to Australia’s Herald Sun, the changes come after "years of research" into why girls don't really dig the popular building toy.
The question is: will buying into gender stereotypes help entice girls or further pigeonhole them?
“Girls have already been conditioned to want pink and sparkly toys about ponies and princesses," wrote Jezebel's Margaret Hartmann. "…we've reached the point where girls see blocks in primary colours and think they're not for them.”
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