I had never really given much thought to how Legos are marketed. As far as I was concerned they were just the perfect toy to play with, with my kids. It never concerned me that Legos seemed to be very much a boy toy and not something that was marketed to girls. I have two boys, so seeing things from a parent with a girl's perspective was just not something on my radar.
Mattel has plenty of stellar executives. But as the company searches for its new leader from outside or within its walls, it needs to select the one who has entertainment, franchise development, and storytelling expertise in his or her DNA, and who can infuse the same at all levels and in all discussions.