Lego Thinks Girls and Boys Can't Play Together

Oh, Lego. Please don't make me hate you.

With the recent launch of the new Lego Friends line of toys, Lego is truly challenging my loyalty. Now first, let me remind you that I personally, and my entire family collectively, are such fans of Lego that there is an entire section of this blog dedicated to it. And we have enough Lego in our home to sustain a village of children in the event of some major Lego catastrophe.

Now I do have enough experience in marketing and communications to understand that Lego is interested in appealing to a huge target market that they've had trouble reaching over the years. (Granted, that might be a problem of their making, since they used to market Lego as gender-neutral.) And I also understand that there are well documented gender differences in how boys and girls play, but I have always been of the opinion that this is as much the product of cultural biases as innate biological tendencies. (I'm of the nature AND nurture school on this one.)

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