The Lego Friends line features five female mini figures who have jobs -- including a designer, a veterinarian and an inventor. They come with play sets for home and work.
But those who are against the line say the new character figures will contribute to gender stereotyping that promotes body dissatisfaction in girls. Some equal rights and health organizations also say the toys promote overt forms of sexism.
The Denmark-based Lego group says the friends line was a response to consumer demand which included requests for a more realistic figure and a story line they would find interesting.