The new Lego Friends characters can be explored with free events in Lego Stores and beyond this February and March.
Throughout February and March, families can discover the new Lego Friends through a series of free events. The 2023 Lego Friends Universe includes characters with a wider variety of skin tones, cultural backgrounds, disabilities and neurodiversity, all with authentic personalities and relationships.
To celebrate the new Lego Friends characters, the Lego Group has a fun-packed schedule of events happening in select Lego Stores and beyond. These include a two-month long play experience taking place in Lego Stores from 6th February to 2nd April, with free activities including:
- Discover the Lego Friends: visitors can spin the wheel and find out more about one of the eight new Lego Friends characters – and then build a set that aligns with that character’s passions before proudly displaying it in-store
- Lego Friends Skate Ramp: During half term on Wednesday 15th and Thursday 16th February between 2-4pm, visitors can create a Lego Friends Skate Ramp to take home to play with Lego Friends
- Lego Friends Character Creator: in March, customers can design and customise a Lego Friends character
- The Lego Friends Bedrooms: Four of the new Friends Lego bedroom sets will be on display for visitors to play with and customise
- Giant brick Lego Friends: In the London Leicester Square Store, visitors can grab a photo on the Lego bench surrounded by giant brick versions of Nova, Aliya, Autumn and Leo.
- Lego Friends Hangouts – from 18th– 21st February, at The Bullring, Birmingham, kids can take part in activities with their favourite influencers as they explore creativity and self-expression, form friendships and learn what it means to be different together.
The Lego Group recognises the importance friendships have on child development and how it plays a huge part in helping kids understand diversity. Further to the launch of the new generation of characters, the storylines within the Lego Friends Universe have been refreshed in collaboration with the Geena Davis Institute on Gender in Media, helping to develop narratives that ensure they’re relatable, inclusive, and reflective of the real-life experiences of children today. Content drops from 29th February 2023.
For more information about Lego Friends events, visit www.lego.com/stores and for more information on the new Lego Friends visit www.lego.com/friends. To enter the Lego Friends Competition, click here.
