In the intervening decades was a significant push on Lego’s part to corner the audience for boys toys. This meant associating their brand less with abstract ideas like “creativity” and more closely with fighting aliens, knights in castles, and cowboys; a minimum of female minifigures; eliminating actual children from their ads in favor of adult male voiceovers. Lego is entirely complicit in creating an environment where their toys are shelved in boy isles and not in girl isles in toy stores. The trouble for them now is one that many companies in the toy industry are facing: they want a larger share of the girl toy market. Note I said “larger.” These are massive companies with well funded research divisions. They know that girls buy toys that are “for boys.” Because of how our society prizes masculinity and denigrates femininity, girls have a much easier path to embodying aspects of masculinity than boys have in embracing aspects of femininity. And that means that the line companies have to walk is harder, though no less cowardly: they have to find a way to make Lego products for girls without creating a perception that Legos are a girl toy. Because if a toy is gendered female, far, far fewer boys will buy it than girls will buy male-associated toys.
Girl in What it is is Beautiful Lego Ad Interview | The Mary Sue