In an effort to make the Lego franchise popular with more girls, Lego is releasing a new mini-figure set featuring female scientists that will be part of its regular Lego product range and not its girl-skewing hit line Lego Friends.
Currently under development, the set will include three scientists – a chemist, a paleontologist and an astronomer. The science-themed set will be called the ‘Research Institute.’
The Research Institute comes from the Winter 2014 Lego Review, Lego’s competition for users to submit ideas for Lego sets. People vote for the best idea, and the winner’s submission is turned into a product.
The inventor of the set is Alatariel Elensar. To see her ideas for other girl-power Lego submissions, visit her Lego Ideas submission page.
While Lego has recently started to add more female figures to its sets, they are still a minority. To help even the gender divide, the toymaker introduced Lego Friends, its popular franchise designed to appeal primarily to girls. Lego Friends was introduced in 2011, and in 2012 the company saw a 25% boost in sales, largely from the new brand. Lego Friends also won the Toy of the Year award at the Toy of the Year (TOTY) Awards in 2013.
With the success of Lego Friends under its belt, Lego’s new female scientist set is another incentive for girls to buy the brand. According to Lego, the final design, pricing, and availability are still being worked out, but the product’s on track to be released in August 2014.