BILLUND, Denmark — Lego has introduced a new line of construction toys that caters to girls ages 5 years and older.
Lego Friends, the company said, is a collection that will consist of 23 products that tailor the Lego construction experience to the demographic, the company said. The sets now will roll out through summer 2012.
"We felt it was time to test assumptions that girls aren't interested in building and to breathe fresh air into a toy category filled mostly with pre-fabricated play experiences for girls," Lego CEO Jorgen Vig Knudstorp said. "We focused on creating a play experience centered on the joy of creation, while heeding the way girls naturally build and play. We are incredibly proud of the solution we deliver with Lego Friends, and are resolved to build this platform for years to come."
The Lego Friends collection ranges in price from $5.99 to $99.99.