Lego Is for Girls – Businessweek

Over the years, Lego has had five strategic initiatives aimed at girls. Some failed because they misapprehended gender differences in how kids play. Others, while modestly profitable, didn’t integrate properly with Lego’s core products. Now, after four years of research, design, and exhaustive testing, Lego believes it has a breakthrough. On Dec. 26 in the U.K. and Jan. 1 in the U.S., Lego will roll out Lego Friends, aimed at girls 5 and up. French Lego retailers are going rogue and plan to bring out Lego Friends on Dec. 15. In Lego’s larger markets, like the U.S., Lego determined it was better to introduce the new line after the holidays, when Wal-Mart Stores (WMT), for example, would give the line dedicated shelf space it wouldn’t during the holiday sales rush. The company’s confidence is evident in the launch—a full line of 23 different products backed by a $40 million global marketing push. “This is the most significant strategic launch we’ve done in a decade,” says Lego Group Chief Executive Officer Jørgen Vig Knudstorp. “We want to reach the other 50 percent of the world’s children.”

via Lego Is for Girls – Businessweek.

Strange Random Strategy Quote:

Do not repeat the tactics which have gained you one victory, but let your methods be regulated by the infinite variety of circumstances – Sun Tzu

 

 

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Posted on December 15, 2011, in Article and tagged , , , , , , , . Bookmark the permalink. Leave a comment.

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