Lego launches range just for girls

Lego is set to launch a new range specifically for girls in a bid to “reinvigorate” the girl’s toy category, backed by a multi-platform marketing campaign.


The toy maker hopes the range, dubbed Lego Friends, will help the company create a girl’s construction market and increase its share of the overall 5 to 8-year-old toy market.

The Lego Friends range will feature five mini dolls, designed to be more life-like and tacticle than usual Lego toys, animals, accessories and six new Lego brick colours – a first in Lego history, the company claims.

The launch will be supported with multiple TV ads, a mini movie featuring the toys from the range and a dedicated microsite that will allow fans to interact with the characters and download additional material to enrich their play.

The Lego Friends range launches on Boxing Day, with 14 products priced between £4.99 and £69.99, with a second wave of toys due to be released later in 2012.

Lego is also stepping up its game in the boy’s market and is set to launch a movie backed by several brand extensions in a bid to make the toy a “lifestyle brand”.

Click here to read a Q&A with Lego UK’s senior director of marketing David Buxbaum.


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