Veteran children's toy company Lego is launching a bid to win a slice of the lucrative girls' toy market, branching out from its traditionally boy-focused construction blocks.

With the girls' toy market in Australia worth AUD267 million (USD269.1m) last year, Lego is understandably keen to broaden its appeal.

Lego developed its new range, the Lego Friends collection, after four years of development, including interviewing several thousand girls and mothers worldwide.