For Lego, the Friends line was a good thing. They made a nice chunk of change off of that line. I was quite annoyed by their explicit genderization of their products. They're going even further into the gendered realm by sending a special Lego Friends e-newsletter out - but only to girls. How do they know they're sending them to girls only? Gender is a required piece of information when signing up for their newsletter. Lego, I am unimpressed.
Read more about one family's take on the gender-specific newsletters here.