Lego turns to power of pink in bid to boost popularity with girls

New set of Lego blocks come in pretty pastels to appeal to little princesses


Lego has turned to pretty pinks and pastels in a bid to boost its popularity with little girls. Its new range also features locations such as a beauty parlour, café and vet’s surgery, and includes animal figures such as ponies.


Now the company’s £69.99 Olivia’s House set has been named as one of the best new toys by the British Toy and Hobby Association. However, the move towards pink is likely to infuriate some Lego traditionalists, as well as parents who worry about the incontrollable spread of everything pink and fluffy for the nation’s little princesses. Lego’s marketing director defended the company, saying it’s simply “giving girls what they are asking for”.

Olivia’s House is part of Lego’s Friends range, which features five mini-dolls with names like Andrea and Stephanie. The figures also sport accessories including lipstick and handbags, and, while hardly Barbie-like, have a hint of a curve, compared to Lego’s classic little people.

A design classic, Lego was originally created in Denmark back in 1940. Traditionally around 80 per cent of Lego’s sales are to boys, but the company now wants to broaden its appeal. The launch of Lego for girls comes after four years of research with parents in the UK, US, Germany and Denmark.

What do you think? Should Lego go pink?

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