They tested it with actual girls, and are going with what real girls better identify, so I don't see as much of a problem. I understand about enjoying toys with personalities better - that's why I like G.I. Joe and Transformers above all other toys, and why I like Jem over Barbie.
Being a feminist to me doesn't mean pretending boys and girls are exactly the same -- if this encourages more girl to play with imagination-building toys like Legos, then I approve.
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