On the cover page of Bloomberg Businessweek (Dec 19 - Dec 25, 2011), is the new Lego Friends Minifigure. It is 1.8 inches tall, four years in the marking. In this issue, it reported on the company's effect to finally click with girls. Holding onto a yellow minifigure head, Friends send a message ---> watch out boys.
LEGO is for Girls! .....Focusing on boys saved the toymaker in 2005. Now the company is trying to crack the code for "the other 50 % of the world's children."
Knudstorp's daughters helped him plot Lego's next move. Knudstorp, 36 was promoted in 2004, he is the only fourth CEO of Lego Group and the first from outside the founding family.
GIRLS LIKE TO BUILD, TOO- BUT IN A MORE STORY - ORIENTED WAY
GIRLS LIKE TO BUILD, TOO- BUT IN A MORE STORY - ORIENTED WAY
THE LEGO GIRL GRAVEYARD
1979: Scala
These special bricks and tiles were printed with images of birds and flowers; instead of building cities, girls could make necklaces.1992: Paradisa
A country club, lifeguard stand and "dolphin point" rounded out the desert island theme. The beachy models lacked the detail of standard Lego.1994: Belville
Accessories for the fairy tale princesses overshadowed the building experience. Belville girls with brothers who played with classic Lego called it lame.1997: Scala Dolls
Lego relaunched the brand to feature foam shapes and fashion dolls. Simplified elements like completed walls stress doll play, not contruction.2003: Clikits
2003: Clikits Lego headed back to the jewelry box with Clikits, encourging girls to customize bracelets and room decor, nearly unrecognizable as Lego products. Knudstorp says" I don't have any illusions that the girls business will be bigger than the boys business, but at least for those who are looking for it,we have something to offer."
In U.S., Wal-Mart, Toys "R" Us and Target all plan to carry Lego Friends. Target's Stephanie Lucy, vice president and merchandise manager for toys and sports goods, says " I believe it will do very well". There will be shelves of girl-oriented toys, not with the rest of Lego.
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