More Lego Friend Scenarios

by Emma Rosenblum

Lego introduced a new line specifically for girls, Lego Friends, last year. The line features a “Rehearsal Stage,” a “Summer Riding Camp,” and a “Cat’s Playground,” among other female-friendly scenarios, and no one actually thought it would sell. But last week, Lego announced that “Lego Friends had become the company’s fourth-bestselling line in only its first year (behind Star Wars, Ninjago, and Lego CITY, and surpassing superheroes), helping the company record the best financial results in its 81-year history.” Here are some ideas for future brand expansions.

– A pink ice skating rink.

– An art class studio, with mini easels and paintbrushes.

– A soccer field, with a child Lego elbowing another Lego and getting a yellow card, and her Lego mom on the sidelines, looking disappointed.

– A bathroom stall, with a tween Lego crying because her friends kicked her out of the popular Lego clique because her “hair [was] weird.”

– A car, with a 16-year-old Lego driving, smoking a cigarette, and singing along to Billy Joel with her friend Lego, who’s in the back seat. The Lego boy that they both like is sitting shotgun.

– A bedroom, with a teenage Lego sitting on the bed between her two Lego best friends, going through their yearbook and pointing out which Legos they think are attractive and which are not.

– A basement, with a group of Legos standing around drinking Lego beer. The girl Legos are wearing tube tops and black pants, and the boy Legos are passing around a joint.

– A nail salon, with a college-age Lego sitting next to her Lego mom, talking about how she needs to break up with her longtime high school Lego boyfriend. She’s already cheated on him with lots of other Legos (she doesn’t tell her Lego mom this).

– A gym, with a Lego girl in Leggings running on the treadmill, bored out of her Lego mind, watching the “calories burned” tick up toward 300.

– The dark corner of a college bar, with a Lego girl leaning drunkenly against a wall, making out with a Lego guy whose name she can’t remember. But he’s definitely cute for a Lego. She thinks.

– A couch, with a twentysomething Lego sitting next to her roommate Lego, drinking from a box of wine and watching The Real Housewives of BeverLego Hills before heading out to another Lego friend’s birthday, which starts at 11 and is at a bowling alley, of all places.

– A ballet studio, with tiny bars and cute ballet shoes.

– A fairy princess castle.

– A CVS, with a Lego lady standing on line for the pharmacy to pick up her birth control prescription, texting her Lego friend about the cute Lego guy she met at the bowling alley, of all places.

Previously: Future Questions in Women’s Advertising

Emma Rosenblum is an editor at Businessweek.