Lego's decision to build cool boy-oriented sets help save the company. But their first foray into girl-friendly building sets feeds on too many stereotypes about how girls play.

That is the premise of the new "LEGO Friends" from Warner Bros. Interactive. ... making this game best for girls ages 6-10. As with most LEGO games, you collect LEGO studs for money.

The new Lego Friends toys are not yet public, ... The new Lego girl minifigures have names like Stephanie, Olivia, and Emma, and the building sets include a veterinary clinic, ...

Lego Friends features five female play figures that are a departure from the chunky, interchangeable and gender-vague people who have inhabited all of Legoland’s many territories until now.

Lego A/S’s Friends line is the first success the toymaker has had with new products designed specifically for girls in as many as 20 years, the company’s chief operating officer said in an ...

The new “Lego Friends” line rolled out in December features LadyFigs, curvier takeoffs on the traditional boxy figurines that live in a place called Heartlake City. Shown above is a set ...

And then I learned that Lego was about to launch a new line of kits called “Lego Friends.” As if to spite me personally, they were going on sale the day after Christmas.

Lego toys have always seemed pleasantly gender-neutral. Perhaps that’s why the new Lego Friends line for girls has triggered a fair bit of protest from some health and equal-rights organizations ...

Lego’s new building set for girls is sparking outrage among gender-equality advocates. The classic playtime favorite is typically gender-neutral, but the new Lego Friends line is catered to ...

So with the new Lego Friends product line, the company wants to "reach the other 50 percent of the world’s children," Lego CEO Jørgen Vig Knudstorp told Business Week.. It's not the first time that ...

It proves one thing: feminists criticizing the new Lego Friends sets just don’t get it. When I first saw the new and controversial Lego Friends I hated it too.

Lego A/S’s Friends line is the first success the toymaker has had with new products designed specifically for girls in as many as 20 years, the company’s chief operating officer said in an ...