LONG ANSWER QUESTIONS

Lego introduced a new line-up of toys earlier this month, designed to appeal togirls. Recently, the toymaker decided to gather global data about who buys Legos. What they found was startling. In Australia, roughly 90 percent of Lego sets sold were designed and marketed towards boys. In other words, there was a huge untapped market of girls who weren't building with Legos. To combat this, Lego has introduceditsnew 'Lego Friends' line aimed at reaching a female audience. This product line features domestically oriented toys like baby dolls and tiny vacuum cleaners, predominantly using colours like pink and purple. However, a petition posted on Change.org is calling on the toymaker to stop distinguishing between toys for girls and those for boys claiming this is a discriminatory segmentation choice. So far, the petition has amassed over 47,000signatures.

Using your knowledge of segmentation and viable segments, critically evaluate whether gender is a viable way to segment Lego's market. Then, make any further recommendations to Lego's segmentation approach.