Lego's new girl series proves profitable - ABC 33/40 - Birmingham News, Weather, Sports

Lego's new girl series proves profitable

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Danish toy maker Lego says a new series it created specifically for girls has proved popular despite being criticized for fueling gender stereotypes.  Its first-half profits jumped 35 percent.

The company, based in western Denmark, sold twice as many LEGO Friends sets as expected during the first six months of the year.

When Lego Friends was launched earlier this year, it was met with petitions demanding to put an end to the sexualization of women and girls in media.  The company met with opponents, and in January, said it wants "to increase the number of girls who currently try and engage with the positive benefits of the construction play pattern."

Read the full statement here.

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