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Lego and gender marketing: a strategy under construction


After several years of research on behavioral differences in boys and girls, in January 2012, the Lego brand launched a new range for girls; Lego Friends. How does this strategy work? What affinity has Lego established with girls since its origins? Let’s look back at the brand campaigns that marked great years for the brand.

Lego Friends: a new world for girls

« Heartlake City » is the name given to the imaginary city of toys created by Lego for girls. In this fun and colorful landscape, five friends do their favorite activities: decorating their homes, going to the hairdresser’s, preparing food, and working as vets or karate instructors…

Stephen Knapp, Marketing Director for Lego France explains how design varies in the range: « We interviewed girls and found that for them, the experience starts before the construction itself, they have different needs to boys. They want to make their own world, create models all by themselves (…). The figurines are slightly larger, closer to reality, still to construct, but designed to appeal to girls, who didn’t identify with the boy figurines. The figures are characters whose stories girls are invited to discover, their personalities, their worlds, and of course the friendship that brings them together. «  (2)