My daughter feels no stigma about playing with the "boys" LEGOs, in fact she does not particularly like the girl oriented Bellville series.

She likes other girl oriented things, so I wonder where LEGO failed with their girls series.

Also, you can still buy regular general LEGO pieces as in the old days, you do not have to buy the latest Star Wars or Harry Potter set.

Problem, with the general LEGO pieces is that about $100 or so can be plenty enough for a kid, while with themed series you can continue selling.