After a banner year for the firm, the construction toy maker is now making a play for the girls market with a line based on the popular cartoon
Construction toy firm K’NEX have announced that they will be producing a line based on popular girls property My Little Pony.
“We’re excited to offer girls 3+ a new way to play with one of the biggest licenses in the world,” said Eileen Thornton, Head of Marketing at K’NEX UK. “Figure packs each include a buildable character and accessory. We also have character building sets that include more pieces and building ideas for great play value.”
The My Little Pony line is no doubt part of an ongoing effort to get girls involved in the creative world of construction toys. A study by the Institution for Engineering and Technology recently found that gendered toys could be discouraging girls from getting pursuing careers in engineering, which is a notion K’NEX are actively going against.
“We are passionate about what we call STEAMagination – helping all kids develop their science, technology, engineering, arts and maths skills through creative and engaging play,” explains Thornton, “Licenses like My Little Pony are a fantastic way to encourage girls to explore these skills in an exciting and aspirational way.”
The firm is optimistic about the future of the brand hoping to widen the appeal of its products through new products and licenses.
“We know that girls and boys alike have always enjoyed playing with K’NEX,” adds Thornton, “but we also recognize that girls also respond well to ranges and items designed to appeal to them specifically.” The My Little Pony K’NEX line will launch in 2017, in time to coincide with the series’ movie launch.