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For Lego, Pink Is the New Black

For Lego, Pink Is the New Black. Elizabeth Duhamel Whitney Smyth . Lego Friends. Launched December 2011 http://friends.lego.com Beauty parlor, horse stable, suburban home, pool, etc. Complaints. Lego friends is sexist Only appeals to boys Do you think the new Lego Friends line is sexist?

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For Lego, Pink Is the New Black

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  1. For Lego, Pink Is the New Black Elizabeth Duhamel Whitney Smyth

  2. Lego Friends • Launched December 2011 • http://friends.lego.com • Beauty parlor, horse stable, suburban home, pool, etc.

  3. Complaints • Lego friends is sexist • Only appeals to boys • Do you think the new Lego Friends line is sexist? • How could they reduce their “sexism”?

  4. Success • Shifted their gender split • Tripled their amount of sales to girls in the US market • Lego friends is the 4th best selling Lego line in just the first year • Hired 1,000 employees

  5. Anti – Steve Jobs • Set parameters for R & D • “Adapting as a business can mean moving to a new technology, or it can be achieved through acquisitions. The challenge is in some ways bigger: to take known constructs and organize them in new and surprising ways.” • Same bricks since 1958

  6. Questions • Do you think Lego can continue to do well without technological innovations? • Why do you think their new line has done so well in an already established toy doll market? • Before Lego Friends, did you think Legos were sexist?

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