As a female scientist I had noticed two things about the available LEGO sets: a skewed male/female minifigure ratio and a rather stereotypical representation of the available female figures," she wrote in the pitch.
LEGO is now the world's top toy maker, after overtaking Mattel, the maker of Barbie. Its chief executive, Jorgen Vig Knudstorp, told CNN the company wants to expand in Asia and was eyeing markets such as China. "The idea of the LEGO brand resonates really well with the Chinese consumers," Knudstorp said.