Hockey Canada had to face this same problem. Sandra Smith found the solution.
Hockey Canada wanted to convince girls from 10 to 12 years old that hockey is also a sport for girls, so the designer created a perfect strategy, in our opinion.
A comic told them the advantages of this sport for girls and girls could win a music box. Sandra replaced the plastic figure of a typicall ballet dancer and classic music with a hockey femaleÂ player and music associated to this sport.
You can see the overall result in the image above. This musical box makes hockey a girls' sport. Girls have changed the ballet shoes for hockey ice skates.
Creativity for marketing.