COSTA MESA, California (NBC) -- The maker of Legos has come out with a more feminine version of their popular blocks, but many people aren't happy about it.
They've triggered an online petition calling for the company to take a stand against gender-based marketing.
The Denmark based toy maker is about to roll out a more feminine line of toys called Lego Friends.
The square plastic blocks now include specific parts to build things like a beauty shop and café.
The idea has incensed some women's rights groups who claim the new Lego Friends promote stereotypes.
According to the Lego Group the new Lego Friends line was designed based on four years of research into the ways that boys and girls play.
