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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:
CopyrightCopyright 1997 The Journal Record. Provided by ProQuest LLC. (Hide copyright information)
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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 ...