The Lego Group has begun developing strategic initiatives that are aimed at girls, after accusations that Lego is just for boys, such as the Lego ninjago set. I think that the Lego Group will see their revenue increase in leaps and bounds after they introduce Lego that interests girls. After four years of careful research, design, and exhaustive testing, the Lego Group has developed Lego Friends, which is aimed at girls from age 5 and up. It was planned that Lego Friends would be released on December 26th in the United Kingdom, and after the Christmas holidays in the USA. This may seem a strange time to release it as it comes immediately after Christmas, but the reasoning behind it does make sense. The Lego Group reasons that if they introduce the new line of toys after the holidays, the big stores will be able to give the line a dedicated shelf space which it wouldn’t receive during the sales rush.
The Lego Group is confident that the line shall be a great success which is evident in the fact that the line consists of 23 different products which have £40 million invested in them. The CEO of Lego Group admitted: “This is the most significant strategic launch we’ve done in a decade”.
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