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Strategy: LEGO’s girl problem starts with management

This summer, LEGO launched a minor revolution. It introduced professional women – scientists, no less – into its latest toy line aimed at girls. The new figurines – called “minifigs” by Lego die-hards – feature a female palaeontologist, an astronomer, and a chemist. They sold out on the first day.

This, after years of mediocre “pink” products that did little to grow Lego’s share of the girls’ toy aisle.

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