According to the annual study conducted by Smarty Pants, a youth and family research firm, girls are rapidly becoming fans of boy brands such as construction toys, superheroes, and sports gear. The study, Young Love, is conducted online among a representative sample of U.S. households with children ages 6 to 12.

Brands such as Lego, Batman, Superman, Cartoon Network, Beyblade, and others are more popular among girls this year, compared to last year. Lego has become popular among girls because of the new Lego Friends line that includes a beauty salon set and horse-riding academy set. Another factor that encourages young girls to play with toys made for boys is the fact that younger girls see older girls ignoring gender expectations and adopting attitudes of being able to do anything boys can do. Also, fewer parents discourage their girls from adopting boy brands the way they discourage boys from adopting girl brands.