LEGO Adds New Blocks Targeted To Girls

On January 28, 1958, a patent was filed that would change family floors forever. On that fateful day, the Lego brick was born. Since then, over 400 billion Lego elements have been made (an unbelievable 62 bricks for every person on the planet!), and approximately 7 Lego sets are sold each second.

Lego has recently introduced a new set targeted specifically at girls. Welcome, LEGO Friends! These were an instant hit in my household. We have four girls who absolutely love little dolls. LEGO Friends Olivia, Emma, Andrea, Stephanie and Mia are sold with a kit where, together, they are able to explore Heartlake City, the hippest hangout for these five mini-doll pals.

“Like so many LEGO products, LEGO Friends aims to inspire creative play through the use of math, logic and other valuable educational skills that children will use throughout their lives,” said Cassi Weber, general manager of LEGOLAND Discovery Center Chicago. “But what makes LEGO Friends so unique is that it not only focuses on building LEGO models but also building friendships.”

The new, pastel-toned set hasn't been without its own controversey. LEGO Friends touched a nerve with parents due to the glossy, pink, shapely LEGO Friends dolls, whose environments center around beauty shops, lounging at the pool and shopping. Nearly 50,000 people have signed a petition being passed around on Twitter (with the hashtag #LiberateLEGOs) and other social media pages urging people to boycott the new line; comments deriding the new product dominated LEGO's Facebook page for days. LEGO defended the line by saying that four years of research on the differences between how girls and boys play led to Friends; Businessweek has a comprehensive article on the development of the line.

In my household, we have LEGOs, but the sets aren't as popular with my girls as when they first caught a sneak peek at the Friends sets. My only guess is because of the Friends characters and the ice cream shoppe, design studio and tree house, in contrast to Star Wars and other themes my girls aren't in tune with. So when we found out about Friends Weekend at the LEGOLAND Discovery Center in Schaumburg, my kids were begging to go, as I'm sure you can imagine.

Friends Weekend is taking place at the LEGOLAND Discovery Center Chicago (located at the Streets of Woodfield, 601 North Martingale Road, Schaumburg) January 27 – 29, where families will be able to:

• Help design and build a large-scale model of Heartlake City;
• Join in on a scavenger hunt adventure;
• Belt out a tune in a karaoke sing-off;
• Enjoy free ice cream in the Café (while supplies last);
• Take home LEGO Friends prizes and giveaways (while supplies last).

I’ve enjoyed learning about the importance of introducing science and math activities to girls -- and all kids, for that matter. LEGOs provide a lot of educational benefits. Beyond the fun factor, for younger children, the brightly colored pieces and easily interlocking combinations provide hours of patterning practice and fine-motor development. Looking for just the right piece strengthens sorting skills, a key part of the kindergarten math curriculum. And for all kids, LEGO teaches how to think in three dimensions, a precursor to physics. Children of all ages also hone creativity, problem solving and teamwork through LEGO play.

Exclusively for Play Dates and Power Lunches fans, one of my lucky readers will receive a chance to win a LEGO Friends Heartlake Vet kit (Retail price: $39.99), courtesy of LEGOLAND Discovery Center Chicago. All you have to do is spread the word about the LEGOLANDs Friends event by posting this blog on your Facebook page, and adding a comment below. The first person to do so wins! Happy building, Friends.

Tagged as: LEGOLAND Discovery Center, LEGO, LEGO Friends , gender stereotypes and children

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Christine Garcia is founder and president of Plan It PR, a public relations and marketing firm. She dishes tips and survival stories in “Play Dates and Power Lunches.” Ms. Garcia started working public relations after a long career in broadcast journalism, which included work as a television anchor, reporter and producer.