NEWS

British winner in global Lego Friends competition

Published on: 7th April 2017

Competition asked children to design a new building set.

Lego Friends EDEight year old Sienna from London is the first child ever to create a concept for a Lego Friends set and engage with the Lego designers to evolve it as a final product.

The Lego Group recently ran a global competition giving children the chance to create a concept design for the Lego Friends range. Children were asked to design a new building set for Heartlake City, the fictional home of the five Lego Friends.

There were more than 28,000 entries from all over the world and over 3,000 from the UK. The Lego Friends team had a difficult task in selecting the 10 finalists, and the judging panel then selected the winner among the 10 finalists.

Sienna’s Heartlake Playground was declared the winner and she and her family will now be heading to the Lego Group headquarters in Billund, Denmark, to engage with the design team who will turn the idea into a reality. Sienna’s design dream will come true when she sees her Heartlake Playground set on the shelves of Toys R Us, Lego retail stores and Legoland stores in September.

Rebecca Snell at Lego UK commented: “It has been inspiring to see so many children participate and use their imagination to come up with such fun and relevant ideas for a Lego Friends set. We are delighted for Sienna, her Playground theme is the perfect addition to Heartlake City. After all, every city should have a playground.”

RECENT ARTICLES

Where there’s a will…it’s the Friday Blog!

Hexbug details new products on show at New York Toy Fair

Kids@Play to distribute YuMe Harry Potter collectibles in UK

New Star Wars products for The Mandalorian series announced

Retail figures on the up following slow end to 2019

Warner Bros. Consumer Products opens new office in Poland

The NPD Group reports on 2019 global toy sales

Moose Toys raises £110,000 for RSPCA with Scruff-a-Luvs

Moose gears up for New York Toy Fair

Mattel unveils Olympic Games Tokyo 2020 product ranges