Lego markets to girls with pink blocks

BILLUND, Denmark, Jan. 25 (UPI) -- Danish toy manufacturer Lego has released a new line of its trademark bricks in pink and pastel colors as part of an effort to attract female customers.

Company officials said about 80 percent of Lego sales have traditionally been to boys, but the company is seeking to broaden its appeal to girls with the Olivia's House range of block sets, The Daily Telegraph, Britain, reported Wednesday.

The company said it spent four years developing the line, which includes a beauty parlor, a veterinarian's office and animal figures including ponies.

"I would argue we are giving girls what they are asking for," Lego marketing director David Buxbaum said.