Lego Friends Flying Off Shelves Causing Stock Shortages
I predicted earlier this year that the Lego Friends range, which very clearly targets Girls, would be a rip roaring success.
And lo and behold the range has sold so well in the UK that out of stocks have become a “high class problem” according to Lego UK M.D. Drew Brazer. For more details on this check out this article in Toy News: http://www.toynews-online.biz/news/36822/Lego-working-hard-to-meet-demand-for-Friends-toy-line
So here’s the blunt truth – this product was always going to fly because Boys Toys and Girls Toys are as relevant today as distinctions as they ever have been. I’m not talking in terms of social niceties, the evolution of gender roles in society, equality or anything else like that. I am talking hard commerce, because that’s what pays the bills and wages of the people who work in our industry.
The thing about generalisations is that they are generally true! Generally, but not exclusively speaking, pink appeals to girls not boys. Nurturing play patterns are more appealing to girls than boys in general, and girls are significantly less interested and less keen on boisterous or even violent play as a general rule.
For sure you could go and find kids who buck the stereotypes…we all know one. And I could write an academic thesis on WHY this is the case…but the reality is that it IS incontestably the case regardless of whether it’s caused by nature v nurture, societal stereotypes or anything else.
In this instance, Lego have again smashed the ball out of the park through fantastic portfolio gap analysis and Brand management. And you can be sure that if we have a successful Lego Friends in market today, we can expect further girl targeted Lego iterations in the next year or two, as well as sub-extensions of the Lego Friends Brand itself.
Nothing about the success of Lego Friends should surprise people who understand how kids see the world and how they play. Is this something you understand well enough to be successful?
I recently conducted several different market research projects, and each and every time the feedback from the vast majority of kids reinforced the standard gender stereotypes…
Anyway, I must move on from Lego loving, so my next few posts won’t mention them…unless they smash the ball out of the park yet again in the meantime!
All the best
P.S. I’m running an event called The Big Play Day on Weds. August 15th in Guildford, U.K. The Big Play Day brings brands and Toy people face to face with their end consumer to reduce launch failure risk and make products that better fulfil the needs and wants of Kids. For more details just click on the following link, spaces are limited so book early to avoid disappointment!