Girl’s LEGOs®, plastic block dolls and building sets marketed as LEGO® Friends, were created in 2012 and targeted toward girls ages 5-8. That year, LEGO® sales for girls tripled from the previous year, during which 90% of all LEGO® sales were for boys. From 1958, when the LEGO® company debuted its signature interlocking plastic toy blocks, through 2011, the toys were mainly marketed as construction and building toys. Researchers for LEGO® spent four years studying girls’ preferences and found that girls tend to enjoy imaginary play, such as acting out scenarios with the finished products, more than the construction itself. Although the first-year sales for girl's LEGOs® were successful, the company received some criticism for perpetuating gender stereotypes.
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