Lego Friends Set 'City Park Cafe'- 2012
- Lego noticed that most of the children playing with Lego were boys and so they decided to bring out Lego Friends in 2012 to appeal to girls. This completely goes against their original message and selling point in the 90's.
- Characters happen to be very pretty, petite females that young girls will aspire to be like and will result in them wanting the set.
- Only girls can be friends? Strange name for a product, not sure on the concept.
- The example is a Cafe- represents stereotype that girls like cooking/ baking. Other sets in the range include a Horse stable, a Butterfly Beauty Shop, a Puppy/ Bunny House, an Ice Cream Stand and there's many more, most of which are based around other stereotypes of girls.
- Researched into the new range more. There are 7 boy characters, and 27 girl characters (including 5 main girls) spread across the sets. In one set, the example on the packaging shows the only male character working the barbecue. Which is stereotypical again.
- Colour scheme is purple in pink- aimed at girls.
- The sets aren't about building things as Lego was originally. More about the idea of role play, which is the central theme in a lot of toys aimed at girls (dolls etc.).
- Lego have completely changed their products and their ideas.
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