[marbletiles]

It's targeted at girls because it uses all the signifiers of traditional stereotyped toy advertising, features only female characters and comes up via a special Lego For Girls page via the first Google hit on "Girls Lego" (for me, at least).

Lego may have a perception problem that it is "for boys" as mentioned upthread, but this is the worst way to redress that.

[jlgreco]

It is only natural that lego would have a "for girls" page that emphasizes product lines that they think girls may like. A lot of criticism has been leveled at Lego for being for boys only recently; I don't think an attempt to refute those allegations can fairly be said to mean that those product lines are therefore only for girls.

If I google "McDonalds communities" I get a corporate site that highlights to good McDonalds does for communities. Should I then conclude the chain is a community outreach program?