![]() ![]() Although critics accused LEGO of promoting gender stereotypes with Friends, consumers have been scooping the toy up, helping to increase profits for the makers of the little bricks. ![]() LEGO has also made headlines in recent months for launching LEGO Friends, a new product line targeted toward girls. Fire 5 darts from one drum, pull the flip-trigger to rotate the second drum into position, and launch 5 more darts The bow comes with 10 foam darts. The company was largely applauded for that change. Pull the string back and release it to send a dart flying through the air up to 80 feet (24 meters). That move was in response to an online petition started by a 13-year-old girl who wanted an oven that would appeal to her 4-year-old brother. Recently, Hasbro announced that it would start selling Easy Bake Ovens in a more gender-neutral black-and-silver palette. The Nerf Rebelle line is the latest toy to get a makeover in order to appeal to a different gender. ![]() This says, ‘OK, you want to play Merida? You want to play 'Hunger Games'? Here’s something just for you’,” said Chris Byrne, toy expert and content director for Time to Play. “Girls love Nerf, but most Nerf is sold to boys. Industry experts think Nerf might be onto something with the new line. In the lead-up to last summer’s Olympics, many noted the rise in popularity that archery was enjoying, thanks to Katniss and her bow. Given the popularity of "The Hunger Games" and "Brave," which both feature young heroines who are skilled archers, the Rebelle line may find an eager market. Other than sports, there aren’t a lot of active play opportunities for them,” he said. We found a big white space opportunity for active play for girls. “We did a lot of research about girls and how they play and looked at what wasn’t in the toy aisle. We made a product just for them.”įrascotti also noted that in today’s age of childhood obesity, parents are concerned about the sedentary nature of traditional girls’ play. “We didn’t just make a pink version of the boys’ product. We found that girls wanted products made just for them,” said John Frascotti, Hasbro's global chief marketing officer. “It used to be that people just make pink versions of boys’ products for girls. ![]()
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