Once upon a time, there was a little girl who were attracted with any pink coloured toys, that girl is now a grownup. For years toy makers company focused on pink products for girls that represent beauty but now girls are inspired by female heroes and warriors the one that are successful while beautiful like Katniss and etc. As we talked about in class when the customers change their interest toy industry should catch-up and produce products that customers want.
For years Lego was struggling with wether they should be gender neutral or not. The company finally launched it’s first product line aimed at girls. The company made interesting toys for boys and non-successful mostly pink toys for girls. As it can be estimated Lego were more popular between boys in fact in 2012 Lego’s customers were 91percent male.
Finally last month Lego introduced a line called the Research Institute aimed at girls. This line is offering women in professional setting not just partying. Moreover barbies are way more girly so maybe its better to focus on girls who are looking for something different and offer them something different(class prep7).
So why didn’t Lego one of the best toy makers company in the world didn’t came up with this line and satisfy female costumers sooner? I guess it is because most of the leaders in company are male and you can’t expect gender balance in costumers if your team isn’t gender balance.