I agree, I'd love to see all of legokind marketed towards girls. But I think this is a good entry-level step. The regular legos may be "people legos" but they're generally marketed as "boy legos" so I can see how girls/feminine kids would feel excluded from that.

And toy marketing in general is highly, highly gendered. As route52.livejournal.com mentioned below, in your standard store with a toy section, there's a "boy's aisle" and a "girl's aisle" and this is the sort of toy you have to make if you want to have anything in the "girl's aisle" at all. A full toystore doesn't have this divide and can afford to have more non-gendered space, where they can put the legos. But a Walmart or a Target won't, and that's a world they have to operate in. :/

I originally saw this video on a Mary Sue article, and the thing that fascinated me was all the comments on the article from parents who said "My daughters love legos, and this set is there new favorite part of their lego collection." or something similar.