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Lego is launching a new product line January 1: Lego Friends. Lego Friends is Lego for girls. The sets feature curvy dolls with big eyes and cute smiles, dolls who love animals, hairdressing, shopping, and science. Um yeah.

"The Beauty of Building," says Lego. OMFG.

When I first heard the news, I tweeted something along the lines of "there already is Lego for girls. It's called Lego." But I went shopping for my nephew the other day, and although I loathe the "princess phase" with every tattooed bitchy punk-ass bone in my body, I gotta admit: most Legos on the shelf right now are for boys.

Will Lego Friends help Lego win the "girl market"? Honestly, I don't care, unless you can demonstrate to me that it's going to be as strong a path to STEM as "Lego for boys" has become.

Here's my look at the new product line over at MindShift.

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Audrey Watters


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