I've voiced my opinion on this many times, and I'll do so again.
I initially found the Friends branding exceedingly patronizing. I didn't feel I was being specifically targeted as a male so I was insulted that LEGO would find it necessary to do so in an effort to appeal to girls. Everything from the mini-doll design to the color scheme and subject matter seemed really insulting. This was right around the time that I'd re-built the sets I had from 1980/1981. I had a renewed interest in the brand and against my better judgement, I bought my daughter one of the small Friends sets featuring a character with whom she shares a name. I thought she'd get a kick out of it.
I was stunned to discover two things:
1) My daughter was enthralled with every aspect of it,
especially the accessories
2) The set design was amazing, despite the fact it was tiny. It was the first set I'd built that had been made in the last 20+ years.
It wasn't long after this that my daughter got the Vampyre Castle for her birthday and she went on a bit of a Monster Fighters run. Once she got Olivia's House and a few of the shops however, she was lost. There was to be no reigning her in from the precipice of the Friends sinkhole. It's the only theme she cares about and she legitimately loves the mini-dolls. I find their minifig discrepancies frustrating, but to her they are defining LEGO tent poles.
I bought the Alien Conquest HQ thing on sale, along with the Gold Leader Y Wing. You know what my kid did? She immediately extricated the female marine and Princess Leia from their respective sets and invited them to Olivia's House.
As much as we'd like to pretend boys and girls are the same, we aren't. The Friends theme does a great job of pandering to exactly what little girls want, and since the same minds are crafting those sets I am happy to support them. I got her the Summer Riding Camp set and she is going to lose her mind when she gets it on Friday. I could have gotten her the Haunted House but she simply wouldn't have enjoyed it as much.
Speaking of her birthday, I'm taking her to
LEGOLand Discover Center tomorrow. I've heard it's a huge disappointment, but we're both still excited.