摘要
自从1949年诞生以来，丹麦乐高（LEGO）积木至今在全球已经售出了超过4000亿件。虽然这个成绩相当骄人，但无法掩盖它在女孩市场上表现乏力的尴尬。2000年前后，由于受到数码产品的冲击、产品成本高以及投资分散等原因。乐高出现亏损，甚至一度濒临破产。2005年乐高集中火力开发男孩玩具，成功挽救了这家老牌玩具商。乐高也曾推出过针对女孩的系列，但却不大成功。
自2011年底起，乐高开始推出新的女孩产品再战江湖。那么新的系列能否获得女孩的欢心？让我们拭目以待。
After its creation in 1949,LEGO can be proud for its sales of 400 billion pieces around the world.However,it is still embarrassed that,LEGO seems to be less attractive to girls.Under the impact of digital products,higher production cost and separated investment,LEGO once encountered with tremendous financial lost around 2000.In 2005,LEGO focused on boys' toys and successfully save the nostalgic brands.Although it indeed launched bricks for girls,it cannot be considered as successful.As the new series is rolled out at the end of 2011,would LEGO regain its reputation among girls with its LEGO Friends?
出处
《中外玩具制造》
2012年第4期68-68,70,72,74,共4页
Toy Industry
