We are grateful that we have a product that so many children around the world engage with. Each year hundreds of thousands of children all over the world reach out to us after playing with our products, and give us positive feedback and suggestions for ways to improve. We reply to all consumers who reach out to us, and this answer is between us and the consumer unless the consumer decides to share our response of course.
We believe that LEGO® play appeals to children of both genders and all ages. Building with LEGO bricks fosters the creativity of children which is why it’s our mission to offer any child – regardless of their age, gender or interests - a relevant LEGO play experience.
LEGO play has often been more appealing to boys, but we have been very focused on including more female characters and themes that invite even more girls to build, and in the last few years, we are thrilled that we have dramatically increased the number of girls who are choosing to build. While there are still more male characters than female, we have added new characters to the LEGO world to better balance the appeal of our themes. Some examples are our new The LEGO® Movie sets where you will find Wyldstyle - a free spirit who loves pushing boundaries and being creative. In a LEGO Friends set Emma practices karate and later this year the LEGO Friends characters go on a rescue mission into the jungle. In our LEGO® Minifigure Collectibles line we have had female characters including a warrior, a surgeon, a zoologist, athletes, extreme sports characters, rock stars and a scientist.
We are constantly developing our product collection, and new roles appear for both male and female minifigures. The great thing about LEGO play is that you are always able to create whatever adventure suits your interest, using the LEGO minifigures as your guide.