For female Lego scientists, the experiment was successful.
Lego reissued the Research Institute, a limited-edition set of women working in a laboratory. Supplies of the Research Institute sold out quicklyover the summer in the face of a dearth of toys aimed at girls.
For American customers on its website, Lego says, “Due to overwhelming demand of this product, there is a limit of one per household.” Those living in Denmark, however, seem able to order five sets at a time.
A spokesman for Lego could not be immediately reached for comment.
Ellen Kooijman, a geochemist based in Sweden, originally submitted a pitch for the Research Institute through Lego’s Ideas platform, where consumers can suggest their own designs. The Danish toy company approved Ms. Kooijman’s idea and issued a limited number of sets.
Consumer groups have praised manufacturers’ efforts to make toys that do not rely on traditional gender roles. Still, the Research Institute attracted some criticism. The female scientists are all wearing lipstick, and at least one has drawn-in curves.