the launch of lego friends came after a $40 million global marketing push, according to bloomberg businessweek. "this is the most significant strategic launch we've done in a decade," said lego group chief executive officer jørgen vig knudstorp. "we want to reach the other 50 percent of the world's children." according to the company, boys comprised 90% of lego's customers in 2011 before the launch of the friends line.