A new set of Lego figurines is taking the toy world by storm.
What makes them popular? The toys are all professional women. Among them, an astronomer, scientist and a palaeontologist.
Before the latest toys were developed, children could only buy figurines of females that represented gender stereotypes.
The company's 2012 line "Lego Friends," which was targeted at little girls, featured female figures with beach houses, in cafes and riding horses.
Earlier this year, seven-year-old US girl Charlotte Benjamin wrote a letter to the company, criticising its selection of female figures.
"Today I went to the store and saw Lego in two sections. The girls' pink and the boys' blue," she wrote.
"All the girls did was sit at home, go to the beach, and shop, and they had no jobs; but the boys went on adventures, worked, saved people, and had jobs, even swam with sharks.”
Lego has now introduced its new set of figures, named the “Research Institute,” featuring all female professionals.
Created by female scientist Ellen Koojiman, the new line features women mixing potions in the lab, exploring the stars and examining dinosaur bones.
However the company said it was already developing the line when Charlotte sent her letter.
After its release this month, the Research Institute sold out worldwide in days.
The new toys became available online in Australia on August 1 but sold out on the first day.
Lego received so many back orders for the set that it stopped taking requests.
Myers toy buyer Richard Allenby told SBS that Lego had always been a high seller in Australia.
"Lego's extremely popular with early adopters and we see the week that the Lego hits the floor it sells very quickly," he said.
The company is yet to set a date for restocking the Research Institute.
