[SamuelMulder]

The Lego Friends theme doesn't have firefighters because it is focused on social relationships, not overcoming conflict. It doesn't have to be a girl vs boy thing (although it is undoubtedly targeted toward girls to compete with other non--confrontational toys that have proved popular with girls), it is just part of the theme. Ninjago doesn't have firefighters either.

I think it is great that Lego has developed a theme that isn't focused on physical confrontation. I have three girls who play with Lego and they request a mix of sets. For Christmas, they requested sets from Friends, Lord of the Rings, and Ninjago. My four year old got a Chima set. They don't see it as a girl vs boy thing.

[hrktb]

I'm not convinced on the marketing part. How is a lifeguard post or a ranch more social and less conflicting than firefighters or construction workers ?

Now, if I was heavily into buying Lego bricks, I'd also mix from the different sets to have more situations, and my kid doesn't really care if his toys are action figures or dolls.

[facepalm]

I don't think "social" is the selling point. If I just look at "all buildings", only very few of them seem to be about actual work. It's more about having fun in exclusive locations with loving animals.