"I bought this for my 3 year old daughter, because she always wanted to play with "daddy's blocks" instead of her duplo blocks. She was super excited to open up the container, and all the bags. She insisted we build the set the way the books showed, which I was fine with. It took the two of us 45ish mins to get the whole thing built. She has a blast with these, tearing them apart and building other things, we even built a couple spaceships. I don't see them as "branded" for girls, any more than the racecar is branded for boys. Either can easily enjoy them. This was a great first set for my daughter."