I guess I'm saying that I've seen all this before. I mean, what they're marketing follows all the usual rules of gendered toys, so of course it's appealing--that's what we've been trained and studied and reminded to like for decades. And they're pretty well-designed toys, too--I LIKE them. But while selling a new, girl-targeted toy in pinks and purples with no male figures, without remarketing the old product to a broader rage of kid audiences may not make Lego EVIL, and it may be the business, it's a bad system. Treating femininity as evil is, in fact, evil, but treating femininity as necessary to girlhood is not any better, and the fact that it's hard to change how the system works isn't enough to make me sympathetic to Lego's going along with it.

In relation to another comment I made, actually, yes, the images of Lego Friends do have breasts:

http://friends.lego.com/en-us/Default.aspx

http://thebrickblogger.com/wp-content/uploads/2011/12/LEGO-Friends-Emma.jpg