Yet more #firstworldproblems:
The debut of Lego Friends, featuring a more prominent use of pink than your typical Lego fan would be used to, drew criticism from some consumer groups who said it would reinforce gender stereotypes. As well as the usual trucks, policemen and rugged houses, the line now includes “Stephanie’s cool convertible” in distinctive pink and purple, and “Mia’s Puppy House”, accessorised with flowers and full pet grooming kit.The loudest protest against the range came from the US, where the Spark movement against the sexualisation of girls and young women organised a petition with more than 50,000 signatures calling on Lego to change its marketing strategy.
Oh, I just bet these ladies were in on that too…
They weren’t the only ones, mind:
Eating disorder specialists have also criticised the line, which has slim figurines called Stephanie, Andrea and Olivia who represent a significant change to Lego’s typical square-set characters.
Probably the same intellectually-challenged sorts who objected to a fashion show with Disney characters just last week…
So, what effect has all this had?
However, Lego’s results indicated that the company had got its product design and marketing right, having drawn up the new line amid requests from parents and girls for more realistic and detailed sets with brighter colours and role playing opportunities.
The world-famous plastic brick maker said net profit rose to 2bn kroner (£213m) in the first six months of 2012, from 1.48bn kroner for the same period last year. Sales rose 24% to 9.1bn kroner, spurred by the success of the Lego Friends line, which launched in January…
Oh, how humiliating for the perpetually-offended… 🙂
“It has been amazing to experience the enthusiastic welcome that consumers have given the new range,” said the Lego chief executive, Jørgen Vig Knudstorp. “Sales have been quite astonishing.“
“With Lego Friends we’ve managed to make creative construction toys more relevant for girls – and we look forward to developing the product line further in the years ahead,” said Knudstorp.
He didn’t actually say ‘In your eye, whingers!’ (what is that in Danish, anyway?) but he might well have thought it…
H/T: Laban Tall