User blog:Starrocks923/SAVED ON A BLOG

http://community.lithium.com/t5/Lithium-s-View-blog/2013-Forrester-Groundswell-Entry-LEGO-Systems-Inc-LEGO-Children/ba-p/100540

If you hate the Message Boards, I completely understand why you'd find this article boring and respect that. But I'm linking this for anyone who has interest in the 2012 update.

"In addition to covering the list of users’ wishes, we also wanted the community to appeal more to girls. We found that the new ranking system, based on more social activity than the previous ranking system, was a large driver for interest from our female contingent. In addition to this, opening up theme story forums, in which  children write stories about their favorite  LEGO  themes and related characters, really brought the creative girls to the forefront. Prior to the new forums, we had a male/female active user split of around 95% boys to 5% girls. Since we implemented the new rank structure, user interviews and story forums,  we now have 85% boys and 15% girls as active participants. We have girls in some of our highest ranking positions and a number of girls have participated in official interviews, leading to them enjoying celebrity status within the community."