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Miss Lego 2012

“The last time I was in a Lego store, there was this little pink ghetto over in one corner. And I thought, really? This is the best you can do?”
—No! “says” Lego, who on January 1 in the US (and December 26 in the UK, and today in France) will roll out Lego Friends, a line of 29 Polly Pocket-esque Lego toys that stand five millimeters “taller and curvier” than the average Lego minifigurine, as described in this interesting Bloomberg piece (more pictures here), and whose five main characters come complete with names and backstories, “like American Girl dolls.” (“If it takes color-coding or ponies and hairdressers to get girls playing with Lego, I’ll put up with it, at least for now, because it’s just so good for little girls’ brains,” says one female neuroscientist.) While waiting for a giant Lego Friend to wash ashore somewhere, let us have Lego cake.


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