Whereas boys tend to be “linear”—building rapidly, even against the clock, to finish a kit so it looks just like what’s on the box—girls prefer “stops along the way,” and to begin storytelling and rearranging. Lego has bagged the pieces in Lego Friends boxes so that girls can begin playing various scenarios without finishing the whole model. Lego Friends also introduces six new Lego colors—including Easter-egg-like shades of azure and lavender. (Bright pink was already in the Lego palette.)As the article acknowledges, "The Lego Friends team is aware of the paradox at the heart of its work: To break down old stereotypes about how girls play, it risks reinforcing others." And, indeed, Lucy doesn't need a "Lego for girls" -- her Lego is everyone's Lego, the one in which she builds the Star Wars and Harry Potter vehicles and buildings she loves, and in which pinks and pastels and curves are unnecessary.
Then there are the lady figures. Twenty-nine mini-doll figures will be introduced in 2012, all 5 millimeters taller and curvier than the standard dwarf minifig. There are five main characters. Like American Girl Dolls, which are sold with their own book-length biographies, these five come with names and backstories. Their adventures have a backdrop: Heartlake City, which has a salon, a horse academy, a veterinary clinic, and a café. “We had nine nationalities on the team to make certain the underlying experience would work in many cultures,” says Nanna Ulrich Gudum, senior creative director.
The key difference between girls and the ladyfig and boys and the minifig was that many more girls projected themselves onto the ladyfig—she became an avatar. Boys tend to play with minifigs in the third person. “The girls needed a figure they could identify with, that looks like them,” says Rosario Costa, a Lego design director. The Lego team knew they were on to something when girls told them, “I want to shrink down and be there.”
I'm not the only one with qualms; check out Lego's Facebook wall. As Powered by Girl's Stephanie Cole writes:
I can speak from personal experience and assure you, Lego, that girls do like minifigs. They also like Star Wars and Harry Potter, and they like being creative and making up stories that involve adventures and good and evil and things blowing up. But if you keep on excluding them from your marketing vision, soon they will start to believe that they would rather have hot tubs and little plastic boobs. If your research is correct, many of them already have. And if that happens, some girls might miss out on all the fantastic, adventurous imaginative play that only comes around once a childhood. The part of me that still fondly remembers epic Lego vs. Playmobile battles with my sister and cousin, is pretty royally pissed off.