The pink pound -Lego goes pink in bid to appeal to girls
LEGO has introduced a new range of pink and pastel coloured bricks in a bid to appeal to little girls.
The new sets feature locations such as a beauty parlour and a vet’s surgery and also include animal figures including ponies.
The launch follows four years of research by the Danish company which is hoping to get a bigger share of the female toy market.
Traditionally around 80 per cent of sales have been to boys, but the company is keen to broaden its appeal.
In the past Lego has been criticised for gender stereotyping but the company’s marketing director, David Buxbaum said: “I would argue we are giving girls what they are asking for.”
Lego was originally designed in Denmark in 1940 and has been one of the world’s most enduring and popular children’s toys for decades.
Lego has even travelled into space, with astronauts on the International Space Station, building models as part of an experiment to see how they react in microgravity.
There are five Legoland amusement parks around the world, including one in the UK.
Such is the enduring appeal of Lego that in 1998 the bricks were inducted into the National Toy Hall of Fame in Rochester, New York.
The latest range, known as the Olivia’s House Lego set has been named as one of the best new toys of the year by the Toy and Hobby Association.