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The tipping point was the iD - introduction of Lovelitchi + Meloditchi and a jewelry-inspired shell design.
I agree the Tamago was also more of a general kids toy rather than targeted towards girls.
Tamas went off the deep end after that and stayed that way until the anime finished. Japan seem to be doing their own thing and toying with an older market now (Smart's marketing material used older kids and young adults instead of little girls). US seem to still be locked into more of a traditional "pink aisle" little girl-centric mentality
Meanwhile Bandai still has other product lines like picrel (precure heart watch) which are very reminiscent of the stereotypical girly aesthetic of tamas during the 10's