How Lego transformed its business by listening to four years of ethnographic research

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How Lego transformed its business by listening to four years of ethnographic research
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In short: Lego once struggled to reach girls, finding that 90% of its sets were purchased for boys. After four years of global research involving 4,500 girls and their mothers, the company launched Lego Friends. It became one of their biggest successes, fundamentally changing how the brand approaches play and inclusivity.

Before the 2012 launch of Lego Friends, the Lego Group faced a significant demographic imbalance. Research revealed that girls and boys often approached construction differently; while boys frequently prioritized immediate action and battle-oriented play, girls expressed a preference for detailed interiors and role-play opportunities. Designers noted that girls found the traditional, blocky Lego minifigure difficult to relate to, leading to the creation of the more realistic, detailed 'mini-doll' figure. This shift was not about 'dumbing down' the complexity, as Lego maintained a high piece count, but rather about aligning the building experience with the way girls preferred to play: through bite-sized assembly that facilitated ongoing narrative engagement.

The launch was a commercial triumph, doubling sales expectations and tripling sales to girls within the first year. However, the line faced immediate backlash from critics who argued that the focus on themes like cupcakes, cosmetics, and pink bricks reinforced regressive gender stereotypes. Organizations like the Campaign for a Commercial-Free Childhood and the UK-based Pinkstinks criticized the line for its perceived lack of depth. In response, Lego emphasized that the product was developed directly from the feedback of 3,000 girls who sought relevance in their construction sets. Over time, the company expanded the themes to include agriculture, wildlife rescue, and environmental protection, often partnering with organizations like National Geographic.

In January 2023, the brand underwent a major relaunch to better reflect modern diversity. The new generation of characters, including Aliya, Autumn, and Leo, features a wider range of skin tones, cultures, and neurodiversity, and notably includes male characters for the first time. This evolution also addressed specific feedback, such as the inclusion of characters with limb differences. By moving beyond the original five-character structure and working with the Geena Davis Institute, the Lego Group continues to refine its approach to gender-inclusive play, ensuring that the fictional Heartlake City remains a space where children can explore their interests, from gaming and motocross to science and animal rescue.

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