Friends features five new mini-figure dolls designed to be more lifelike and tactile. A selection of animals for them to play with is available, plus accessories to decorate the sets with and six new brick colours, a first in LEGO history.
LEGO says Friends has been developed following years of research and provides girls with “a true LEGO experience in an appealing and relevant way”. The brand is designed to offer role-play and themes that are a proven success in the girls market and combines this with the LEGO building experience, allowing girls to imagine, build and create.
The five girls live in ‘Heartlake City’, a bright and colourful world that forms the backdrop to the LEGO Friends range. The neighbourhood features a variety of play-sets including a tree house where the girls plan their adventures, a café where they meet for milkshakes, a beauty salon, a veterinary clinic to look after their animals, a house, a car and many more. Many sets include cute animals that the girls can play and interact with.
LEGO’s investment in the new range is aimed at making it the leader in girl’s construction as well as securing a bigger share of the key 5-8 year old market. The high-impact, through-the-line campaign will include multiple TVCs as well as a mini movie featuring characters from the LEGO Friends range.
The launch of LEGO Friends will be supported with a dedicated microsite, featuring ‘Heartlake City’, all the settings and the complete world that the central characters live in. The site will allow visitors to explore the LEGO Friends world on a different platform, interact with the characters and download additional material to enrich the game-play experience.
Packaging for the new range of LEGO toys will feature the colour purple, which has proved popular with the target age group of 5-8 year olds. Designs on the packaging will include stitches and patterns to create the look and feel of a handbag, along with curves and swooshes to increase emotional appeal.
Drew Brazer from LEGO UK says: “LEGO has led the way in the boys toy market for decades, so we are thrilled to be able to use our expertise to reinvigorate the girls toy category. With LEGO Friends, girls can enjoy building and creative play, whilst exploring the theme of friendship and role-play that the new range will provide.”
The LEGO Friends range launches on 26th December 2011 with 14 products, priced between £4.99 and £69.99.
A second wave of LEGO Friends toys will be released in 2012.