They are highly focused on creativity, learning, education, and at the same time recognize that learning trough play is a unique way of learning, which is in many ways much more powerful," he added.
LEGO has targeted the female market before, with its LEGO Friends set designed for young girls released in December 2011. The set, which revolved around close friends and featured a bakery, pet salon and juice bar, was criticized for pandering to gender stereotypes.