by Veronica Spettmann

Most Aunties acknowledge that LEGO is a pretty amazing toy brand. In fact, it’s been a toy economy darling these last few years, outpacing sales of most other toys. But LEGO system toys are largely coveted by our nephews, with themes like Star Wars and Ninjago that boys are particularly attracted to.

That’s possibly all about to change. Yesterday, LEGO Group announced that beginning January 1st, it will be selling 23 products geared towards girls ages five and older (priced $5.99 to $99.99).

LEGO Friends was designed with girls’ desires to create and role-play in mind. The sets will feature the first-of-its-kind LEGO mini-doll figure that is more realistic than the traditional LEGO people, and three new brick colors to appeal to our nieces’ wants.  Jorgen Vig Knudstorp, the CEO of LEGO Group, says:“We focused on creating a play experience centered on the joy of creation, while heeding the way girls naturally build and play. We are incredibly proud of the solution we deliver with LEGO Friends, and are resolved to build this platform for years to come.”

These coming years we will be introduced to five characters from the fictional “Heartlake City”: Olivia, Mia, Andrea, Stephanie, and Emma.  The first sets will reflect these characters’ personalities with names like: “Stephanie’s Outdoor Bakery;” “Emma’s Splash Pool;” “Andrea’s Stage;” “Olivia’s Inventor’s Workshop;” “Stephanie’s Pet Patrol;” “Mia’s Puppy House;” and “Emma’s Design Studio.”  ??Some of the larger sets will include: “Stephanie’s Cool Convertible;” “Olivia’s Tree House;” “Heartlake Dog Show;” “Butterfly Beauty Shop;” “City Park Café;” “Heartlake Vet;” and “Olivia’s House."

“Unlike previous LEGO toys for girls, LEGO Friends, at its core, does not apologize for being a construction toy and delivers, for the first time, a building experience in the same scale as our classic offerings,” says Nanna Ulrich Gudum, the senior creative director for LEGO Group.

We think we may want to live in Heartlake City too! Good thing LEGO set up an online environment for our nieces to participate in to help make this LEGO experience even more interactive: LEGOFriends.com.

The first 14 LEGO Friends products will be available at limited locations and the remainder of the LEGO System play sets will be made available sometime in the summer months.


Published: December 20, 2011