Last month’s splashy introduction of the new LEGO** friends line has stirred up a lot of controversy. My goal with this article is to provide some historical perspective for the valid concerns raised in this heated debate. First, I will trace the history of the LEGO Group (TLG) and its various attempts to market products based on gender (of which, LEGO Friends is neither the first nor the most egregious.) Second, I will analyse the LEGO Friends sets and the arguments levelled against them with both empirical and anecdotal evidence. Finally, I will suggest courses of action for those who want to do something about reducing the gender gap in LEGO products, toy stores, and culture at large. My focus throughout will be on TLG’s marketing images and the human-like figures included in LEGO sets. Some are content to ignore these aspects to focus on the LEGO bricks in Friends, but these elements are the crux of the complaints leveled against LEGO Friends so we have to talk about them if we are interested in having an honest debate about this issue.