Lego is set to launch a new range specifically for girls in a bid to "reinvigorate" the girl's toy category, backed by a multi-platform marketing campaign.
The toy maker hopes the range, dubbed Lego Friends, will help the company create a girl's construction market and increase its share of the overall 5 to 8-year-old toy market.
The Lego Friends range will feature five mini dolls, designed to be more life-like and tacticle than usual Lego toys, animals, accessories and six new Lego brick colours - a first in Lego history, the company claims.
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