LEGO Friends – It’s a Girl Thing

LEGO is all set to win a legion of female brick fans with the launch of a brand new range. LEGO Friends puts a girly twist on the classic construction format by adding creative and character-based role play into the mix. Prepare to meet the world’s first LEGO doll mini figure!

January 2012 sees the US launch of the range, which boasts a total of 23 products. In addition to the doll there will be three new brick colours and playsets featuring intricate interiors and realistic details. The entire range is based on girls’ tastes and interests and is one of LEGO’s most thoroughly researched ranges.

Nanna Ulrich Gudum, LEGO’s senior creative director, explained the thinking behind the range:

“Unlike previous LEGO toys for girls, LEGO Friends, at its core, does not apologise for being a construction toy and delivers, for the first time, a building experience in the same scale as our classic offerings. What LEGO Friends does differently is deliver the beauty, details, accessories, real world themes and need for strong interiors that the research revealed would make all the difference for girls aged 5 and up.”

The mini-doll figure is the star of the new range and is in many ways similar to the classic minifigures. She shares the iconic hand shape, can wear the same headpieces and is compatible with all LEGO building sets. However, she stands around 5mm taller and features a more stylised look that girls can relate to.

The international launch will take place in the spring, by which time a total of 29 LEGO mini-dolls will be available.

Speaking of which, the sets all relate to the new LEGO Friends world. Heartlake City is home to five girls – Olivia, Mia, Andrea, Stephanie and Emma. Each has a unique personality and set of interests. All sets reflect a different element of Heartlake City and where the girls’ adventures occur. There are sets to reflect downtown and the suburbs, along with the beach, camping grounds and mountains.

Smaller sets include: Stephanie’s Outdoor Bakery, Emma’s Splash Pool, Andrea’s Stage, Olivia’s Inventor Workshop, Stephanie’s Pet Patrol, Mia’s Puppy House and Emma’s Design Studio.

Larger sets include: Stephanie’s Cool Convertible, Olivia’s Tree House, Heartlake Dog Show, Butterfly Beauty Shop, City Park Cafe, Heartlake Vet and Olivia’s House.

A further nine play sets will be launched in the summer.

The LEGO Friends range is backed by an online presence. Children will be able to get a feel for the personalities of the five girls and explore Heartlake City. There will also be an avatar creator, mini-movies, games, video building tips, competitions, promotions and an events diary.

Visit friends.lego.com for more information.