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Article: Lego develops new toy line for girls to build doll houses

Article from:
THE JOURNAL RECORD
Article date:
January 24, 1997
Author:
Copyright

COPENHAGEN -- Lego Group, the privately-held Danish toy maker, is ready to wager that little girls are about more than sugar and spice and everything nice.

After four years of research and development, costing 250 million kroner ($40 million), Lego is betting that they are about profits too.

Beginning in March, Lego will begin selling build-it-yourself doll houses and accessories in Europe -- its first-ever product line solely dedicated to girls in the toy maker's 65-year history. "It is the biggest single launch we have ever had at Lego," said Peter Ambeck-Madsen, a spokesman for Lego. "This is a real expansion into the market for big girls -- girls five years old and up. We have big ...

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