Attempt at broadening the target

I recently have seen some commercials for NERF Rebelle.
For those that do not know of NERF if is normally a foam based product, particularly in the design of sports oriented equipment such as footballs. I grew up playing with these toys and have noticed them evolve over the years.  The Rebelle line is an attempt by the company to attract the female market by advertising its products using girls playing with them. Toys such as foam arrow shooting bows and guns that fire foam darts that hidden messages can be written and read on. I personally thought it was a brilliant idea to capture a seemingly untapped market by the company thats focus has been on boys for as long as I can remember.