Jump to Main ContentJump to Primary Navigation

Lego launches 'girl-friendly' range


They're bigger and they're not yellow - meet Lego's latest characters...

Along with YoYo’s, fuzzy felt and the Operation board game, Lego was part of playtime for most of us back in the day. But the days of stealing your brother’s Lego bricks and shoving them up your nose (just us?) are over as the 53 year old brand has brought out a range especially for girls. Gracing the cover of business magazine Bloomberg Weekly, the new female Lego girl figure is part of five main new girl figures which will be introduced in 2012, all which have different names, back stories and nationalities.

Researchers for the company found that girls aren’t massive fans of the traditional yellow faced ‘boy’ figurines so the girl versions are more ‘natural looking’ (as natural as 2-inch-tall plastic, non-blinking, continually-smiling toys can be) than their male counterparts and are painted in more neutral, pastel shades than the usual Lego primary colours.

In a statement Lego CEO Jørgen Vig Knudstorp said "We felt it was time to test assumptions that girls aren’t interested in building and to breathe fresh air into a toy category filled mostly with pre-fabricated play experiences for girls." while senior creative director Nanna Ulrich Gudum added "Unlike previous Lego toys for girls, Lego Friends, at its core, does not apologize for being a construction toy and delivers, for the first time, a building experience in the same scale as our classic offerings."

The toys have an element of ‘girl power’ about them, steering away from the usual beauty parlours and tea shops of the Barbie world and including an inventor’s workshop and veterinary clinic instead. Go Lego girls Go!



When did toys revert to gender stereotypes?


Our 50 favourite childhood games


The 50 best children's books



The best illustrators to follow on Instagram

From Bake-Off sketches to whimsical fashion drawings by Sejal Kapadia

08 Oct 2015

One father's perfect response to his son dressing up as Frozen's Elsa

“He wants to be Elsa. He also wants me to be Anna. Game on.” by Sejal Kapadia

08 Oct 2015

The Honest Body Project: new mums bare all in striking portraits

"Society puts so much pressure on women to 'bounce back' after giving birth." by Emily Badiozzaman

08 Oct 2015

What is post sex sadness and why are almost half of us suffering?

46% of women have suffered from the ‘post-sex blues’ at least once by Harriet Hall

08 Oct 2015

TV advert celebrating gender equality is pulled for being sexist

French TV channel makes feminism faux pas by Emily Badiozzaman

08 Oct 2015

Protesters storm Suffragette film premiere to fight for women's rights

When art becomes reality by Sejal Kapadia

08 Oct 2015

Three scrumptious recipes for budding vegan cooks

From aubergine curry to quinoa burgers by Hayley Kadrou

08 Oct 2015

How watching TV could make you a better person

"Film narratives, as well as written narratives may facilitate the understanding of others' minds." by Harriet Hall

07 Oct 2015

Why Tinder is killing romance. Do you agree?

“Bored singletons search for one-night stands with a few clicks of their mobiles” by Sejal Kapadia

07 Oct 2015

Stylist goes behind the scenes at The Great British Bake Off

Who eats all the leftovers? We lift the lid on BBC One’s hit baking show by Katie O'Malley

07 Oct 2015