Sienna’s Lego set and mini-doll launched on September 1st 2017.
Sienna is the first child in the world to have her very own Lego set launched worldwide. On top of that, Sienna will have a new mini-doll modelled and named after her, and become a part of the Lego Friends universe for children to play with all over the world.
In December 2016, the Lego Group launched a Lego Friends Design Contest giving children a chance to unfold their imagination and create their own official Lego set.
The Lego Group has made sets through crowdsourcing before. The Lego Ideas programme has produced iconic sets like the Lego NASA Apollo Saturn V and the recently released Old Fishing Store – all based on ideas from fans. But the Lego Friends Designer Contest was the first crowdsourcing project for children.
Lego Friends designer, Ricardo Silva, commented: “We received more than 28,000 amazing ideas from children all over the world – one of them from Sienna. Sienna won the contest, and she and her family got to travel to the Lego headquarters in Denmark and spend a week with Lego designers transforming her idea into a real Lego set. We received creative, fun and innovative ideas for new Lego sets from children all over the world. In the end, Sienna’s idea won because it was so appealing and original and at the same time aesthetically pleasing with many fun design details. All the entries showed the endless creativity of children, and we are happy and humbled to find so many children interested in becoming Lego designers.”