Lego Is for Girls By Brad Wieners December 14, 2011

Using the Lego article (posted in Course Content), describe the process Lego went through once they decided to target a new market segment: girls. Answer the each of the following questions in 50 words or less:

1. What research did they do, where and what did they discover about how girls play differently?

2. What changes did Lego make to the Lego product, packaging, and their minifigure?

3. When the girls' product was introduced on store shelves in Target how was it displayed initially and then afterwards?

4. Briefly summarize the actions Lego took once they decided to target girls.