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(New York Daily News)   Lego builds $1 billion in profits after creation of blocks designed just for girls   (nydailynews.com) divider line 71
    More: Spiffy, Lego, Lego Star Wars, European Economic Area  
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2767 clicks; posted to Business » on 21 Feb 2013 at 8:30 PM (1 year ago)   |  Favorite    |   share:  Share on Twitter share via Email Share on Facebook   more»



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2013-02-22 08:10:39 AM  
is it wrong that i want to have sex with the pink legos
 
2013-02-22 08:29:20 AM  
My mother saved my huge box of Legos and I was determined that my kid was going to be playing with them regardless of gender. We ended up having a boy, so i guess it's nothing out of the ordinary. Still have to wait quite a while though, since he's only seven days old.
 
2013-02-22 08:37:09 AM  

JustMatt: My mother saved my huge box of Legos and I was determined that my kid was going to be playing with them regardless of gender. We ended up having a boy, so i guess it's nothing out of the ordinary. Still have to wait quite a while though, since he's only seven days old.


Congrats! Mazel tov!
 
2013-02-22 08:53:08 AM  
I am excited by the pastel color palette opended up by the Friends line.
 
2013-02-22 09:08:51 AM  
Don't forget little gay boys, they'll like these too.
 
2013-02-22 11:21:07 AM  
Maybe that profit is do to these things going up in price faster than a gallon of gas. I know I know its all petroleum, but pretty soon I'll be buying my daughter an actual car instead of a lego one because it will be cheaper. 129 bucks for a train set that consists of 116 pieces? TERRIBLE.
 
2013-02-22 11:46:55 AM  
Holy crap, did anyone see this video?  Someone built a craaaaazy Rube Goldberg device using Mindstorms, it's awesome.

http://www.youtube.com/watch?v=WrAApbsKTxM&list=UUCJJNQIhS15ypcHqDfE PN Xg
 
2013-02-22 12:41:00 PM  
Isn't this just like the Bellville series from the early 90s? Pastel colours, feminine themes?

Anyways, I hate modern Lego. So glad I still have a bunch of complete Town, Space Police, Ice Planet and Blacktron sets for my son in a couple years.
 
2013-02-22 01:07:21 PM  

BEER_ME_in_CT: Maybe that profit is do to these things going up in price faster than a gallon of gas. I know I know its all petroleum, but pretty soon I'll be buying my daughter an actual car instead of a lego one because it will be cheaper. 129 bucks for a train set that consists of 116 pieces? TERRIBLE.


Wait, what?  Lego pieces run ~10 cents each in a set.  A 116-piece kit should run you no more than $15.  where are you shopping?
 
2013-02-22 01:39:34 PM  
How to tell if your Lego blocks are meant for girls

10. They cost twice as much as boys' blocks.
09. They come in a vast range of colors and styles.
08. Fashions change every three months.
07. They are frilly and frou-frou.
06. The buttons are on the opposite side.
05. Girls still prefer to borrow and play with the boys blocks.
04. They're ridiculously impractical.
03. They come with a massive range of accessories you can buy for them.
02. You can't find matching colors without a lengthy, intense search through dozens of boutiques.
01. The girls have to have matching shoes for each block, even though all the blocks are the same color.
 
2013-02-22 01:50:36 PM  
I've had the itch to buy some Legos and build *something* with them, but I've yet to find either a set I like (that's reasonably priced) or just a box of assorted Lego bricks.
 
2013-02-22 02:48:41 PM  

art_shamsky: BEER_ME_in_CT: Maybe that profit is do to these things going up in price faster than a gallon of gas. I know I know its all petroleum, but pretty soon I'll be buying my daughter an actual car instead of a lego one because it will be cheaper. 129 bucks for a train set that consists of 116 pieces? TERRIBLE.

Wait, what?  Lego pieces run ~10 cents each in a set.  A 116-piece kit should run you no more than $15.  where are you shopping?


He's referring to the DUPLO Legoville Deluxe Train Set (5609) motorized train set with modular track. To which I say, welcome to farking motorized trains and modular tracks made safe enough for a 2 year old. You're not even in the same category that we're talking about here.
 
2013-02-22 03:21:41 PM  
Since LEGO is a company that has products which encourage more innovation and technical skills than other toy options, I want them to make money. So good for them.

To seem like they're not stereotyping, the could also have their "boy" sets marketed to girls as well. Including an equal number of "female" minifigs in their sets and girls in their commercials probably would not hurt their profits. Or, I don't know, having boys play with the Heart Lake City toy line in commercials, too.

(The Friends line is ridiculously simplified in terms of construction, though. If I were a girl, I'd be insulted.)
 
2013-02-22 05:58:49 PM  

Plant Rights Activist: [assets.nydailynews.com image 635x467]

wtf is there to build there?  How is it still legos when you don't build anything.


I don't know, here's the inventory, you tell me. I can't seem to spot the table and bench pieces. I am puzzled by the presence of a skeleton leg, though, since modern sets are full of ultraspecialized parts that can't be used for anything else and will cripple a young child's creativity forever.


Or maybe specialized parts make up a relatively small proportion of even the small sets (let alone the big ones), and can be used in non-obvious ways. Showing a child a few ways something can go together and then letting them expand on that is the whole point of the toy ('build the model' and 'build your own' are both key steps), and having a deeper toolbox only enhances the process. This goes for the "what happened to boxes of rectangular bricks" crowd that pops up in every one of these threads, too. If we had no tank treads, would we have these roses?
 
2013-02-22 06:28:40 PM  

Impeesa: I don't know, here's the inventory, you tell me. I can't seem to spot the table and bench pieces. I am puzzled by the presence of a skeleton leg, though, since modern sets are full of ultraspecialized parts that can't be used for anything else and will cripple a young child's creativity forever.


Perhaps the innocent-looking fashion studio... holds a dark secret.
 
2013-02-22 11:00:09 PM  

one of Ripley's Bad Guys: FTA: "The privately owned company said Thursday that on revenue of 23.4 billion kroner ($4.2 billion) its net profits grew 38 percent, to 5.6 billion kroner ($1 billion)."
You guys could argue all day about pink bricks for girls, but who thought that Legos had a annual profit of over a billion clams?


And people biatch about the 26% profit margins of hospitals.
 
2013-02-23 10:52:47 AM  

Incontinent_dog_and_monkey_rodeo: Peki: ReapTheChaos: "The sets have been criticized by some consumer U.S. groups as reinforcing gender stereotypes."

That's because gender differences exists in real life you morons. If girls want to play with the star wars or pirates lego sets, then by all means they can, nothings stopping them. But the bottom line is, girls like girly things. My youngest is a girl, even with 3 older brothers to influence her play habits she preferred playing with Barbie dolls and other girly toys. That's simply how life works.

And I wanted to play with Tonka Trucks and Linkin Logs, and got handed Barbies instead. The scowl on my grandmother's face was hard to miss.

Your little girl is being influenced by a lot more than just you and her 3 older brothers. If she wants it, great, but don't assume that someone hasn't given her some sort of instruction on what girls are supposed to play with. Social discipline can be a very sneaky critter.

Maybe so, but the majority of little girls want to play with dolls and pretend to be mommies.  It's behavior that occurs all throughout nature, the female is the nurturer while the male is the hunter/provider.


UH OH.. shiat just got real.  Poor fool.. you just released hellrazor from pandora's box.
 
2013-02-23 11:00:14 AM  
What a girl who grows up playing with tonka might look like:

www.queermusicheritage.us

I'll take pretty in pink please.
 
2013-02-23 03:18:12 PM  

DrSkeet: Since LEGO is a company that has products which encourage more innovation and technical skills than other toy options, I want them to make money. So good for them.

To seem like they're not stereotyping, the could also have their "boy" sets marketed to girls as well. Including an equal number of "female" minifigs in their sets and girls in their commercials probably would not hurt their profits. Or, I don't know, having boys play with the Heart Lake City toy line in commercials, too.

(The Friends line is ridiculously simplified in terms of construction, though. If I were a girl, I'd be insulted.)


Well, the thing is: Lego invested a ridiculous amount of money in having sociologists and other of that ilk visit with families, to find out if there were differences in the way that boys and girls play - and there is. Hugely so.

Boys play with minifigs in the third person - "Space Cadet Matt Mason enters the moon base" - where girls project themselves onto the figures "Now I'm entering the vet clinic to take care of the animals".

Boys focus on putting together something (and they're fine with it being hard to put together), then play with it. Girls start playing out scenarios as they assemble, so the Friends series are packed to be built in stages.

Oh, and for those complaining about "too many specialized pieces"? Lego has drastically cut down on that, from almost 13,000 to 7,000. They were too focused on something that could be put together fast, and they have openly admitted it.

I for one am very happy to see them coming around to their core values again.
 
rpm
2013-02-23 03:49:10 PM  

aevorea: I've had the itch to buy some Legos and build *something* with them, but I've yet to find either a set I like (that's reasonably priced) or just a box of assorted Lego bricks.


What's your definition of reasonably priced? Anything at or less than $0.10 a brick is generally pretty good.
 
2013-02-24 03:33:34 AM  

rpm: aevorea: I've had the itch to buy some Legos and build *something* with them, but I've yet to find either a set I like (that's reasonably priced) or just a box of assorted Lego bricks.

What's your definition of reasonably priced? Anything at or less than $0.10 a brick is generally pretty good.


I have been to several stores in my area (Walmart, Meijer, Toys r us, even a Lego store) and even the packs of just assorted blocks run for $0.50/block. My dad has been looking other places as well and we can not find any sets of plain blocks that won't cost hundreds of dollars. And yes, I am aware they have very small packs of assorted, but I want to fill a large tote with blocks like the good ol' days.
 
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