With the brand's recognition level at all-time highs among parents who buy for boys in the 5-to-8 range, Lego now wants to capture more of parents' spending on children's toys. And why not?
Seems that Lego did a lot of marketing research and realized that girls like to project themselves into the story. These new figurines and block shapes expand the story lines beyond airports, Hogwarts and the Empire, into more familiar everyday surroundings such as a tree house and beauty salons located in Heartlake City, the new Lego "universe" for girls.
The UK launch is set for Boxing Day--yes, Lego is hoping that families clutching gift cards or holiday money will flood into toy stores after Christmas to pick up the new Lego Friends. Stores will also have more room to display the new Lego range after Christmas. (The US launch will occur on New Year's Day.)
The rollout will continue around the world month by month. Will Lego Friends enjoy the big success that boys' Lego sets have enjoyed?
