![]() "When boys build a construction set, they'll build a castle, let's say, and they'll play with the finished product on the outside. Johnson says the company carefully studied differences between how girls and boys play. Sales to girls tripled in just that year. The line doubled sales expectations in 2012, the year it launched. They're five adorable little dolls with distinctive names and storylines and sets that encourage girls to build karate studios, beauty parlors and veterinary offices. Lego Friends turned out to be one of the biggest successes in Lego's history. ![]() ![]() "It took four years of research to figure out how to address the girls' market, how to attack it the right way." "Construction had never worked for girls, for whatever reason," says Garrick Johnson, a toy analyst for BMO Capitol Markets. But the statistic came straight from Lego, which was then focused on boys with franchised sets based on properties like Star Wars and The Avengers after weathering a disastrous period in the 1990s that left the company on the brink of collapse. A tough statistic to swallow for those of us who grew up playing with Lego's gender-neutral buckets of bricks. Two years ago, in 2011, 90 percent of Lego's consumers were boys. ![]()
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