LEGO® has expanded its world-class building line with the recent introduction of LEGO® Friends. Featuring some new innovations in building components, LEGO® Friends is the result of years of serious reseach by the LEGO® company into what girls value in their gameplay, with a focus squarely on providing a fun and fulfilling play experience for this market and proving that the famous LEGO® brand is not “just for boys.”
Set in the fictional suburban setting of Heartlake, LEGO® Friends features five new female minifigures and a variety of buildings and accessories for their adventures. The minifigures have been updated from the traditional block-man to a more feminine and doll-like style that girls find more appealing. Building components have been arranged and packaged in new ways to facilitate more immediate play after finding that girls prefer to play with their sets while still in the building process rather than building first and then playing afterward.
The minifigures and building sets come with detailed biographies in order to foster girls’ tendencies toward more storytelling in their gameplay than action-hero type battles, and the sets introduce several new colors of building blocks, which is sure to excite LEGO® fans of all ages. With Olivia the Inventor, Mia the Animal Lover, Stephanie the Socially-Connected Writer, Emma the Beautician and Andrea the Performer to choose from and collect, there is something in the LEGO® Friends line that is sure to engage and delight any young girl.
The sets are bright and fun, and focus more on everyday life activities rather than fantastical settings while still remaining true to the basic building block concept consumers the world over have grown to love. With the new launch, the LEGO® company hopes to provide a product more girls will relate to and bond with to bring them into the LEGO® community, and make gift-buying easier for parents and others who want to give toys that help foster and encourage mental development in children, but run into frustration with limited options that appeal to girls in this market. LEGO® Friends is already available at toy stores and mass retailers everywhere.