A FEMINIST group is up in arms over a new line of LEGOs they claim hypersexualises girls with its curvier female figures.
The new "LEGO Friends" were rolled out in December and features LadyFigs, curvier takeoffs on the traditional boxy LEGO men, as part of the product line designed to appeal to girls.
But the SPARK Movement, a Brooklyn-based activist group, objects to the LadyFigs since the female version of the figures are somewhat anatomically correct, according to the group.
"They have little breasts and they have fancy hair. And it just disturbs us that this is the image that they want girls to see," the organisation's executive director, Dana Edell, told FOXNews.com.
Edell also objects to what she calls stereotyping of preferred pastimes for girls, since the set includes a hot tub, a splash pool, a beauty parlour, an outdoor bakery, as well as an inventor's workshop.
But Dr. Leonard Sax disagrees with Edell's protest, saying gender differences are natural and there is nothing wrong with the company offering what it sees as a girl-friendly version of the interlocking plastic building blocks loved by children since 1949.