LEGO Group Declares New Year's Resolution for 2012: Deliver Meaningful Play Experiences to Girls Worldwide With New LEGO® Friends

-Company brings classic construction play to the girls' aisle with first- of-its-kind LEGO mini-doll figure, three new brick colors and detailed interiors that reflect four years of research in play needs of girls-

News provided by

The LEGO Group

Dec 19, 2011, 04:00 ET

BILLUND, Denmark, Dec. 19, 2011 /PRNewswire/ -- The LEGO Group, the world's leading construction toy brand, today announced LEGO® Friends, a new play theme that tailors the iconic LEGO construction experience especially to girls ages five and up. LEGO Friends delivers on a girl's desire for realistic role-play, creativity, and a highly-detailed, character-based world with the core values of LEGO building.

The LEGO Friends collection of 23 products ranges in price from $7.99 to $129.99 CAD and the first 14 will be available for sale in select toy, discount merchandise, specialty and online stores beginning January 1, 2012 in Canada. A rolling International launch will follow in the spring, with the remaining nine sets launching in the summer months.

"We felt it was time to test assumptions that girls aren't interested in building and to breathe fresh air into a toy category filled mostly with pre-fabricated play experiences for girls," said Jorgen Vig Knudstorp, CEO, LEGO Group. "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."

LEGO Friends is the first 100 percent LEGO building experience fully optimized to girls' tastes and interests. Thousands of girls and their mothers worldwide participated in intensive research that validated the desire for more beauty, realistic details, accessories and interior building and role play opportunities in a LEGO offering.

Introducing the LEGO mini-doll figure
Anchored by the introduction of a new mini-doll figure, LEGO Friends introduces a new LEGO minifigure platform tailored to girls' requests for a more realistic, relatable and stylized figure. Designed to the same scale of the classic LEGO minifigure, the mini-doll figure stands roughly 5 millimeters taller than its minifigure sibling, yet features similar constructability, shares the iconic "claw" hand to hold the same accessories, can wear the same hair and headpieces, and is compatible with all LEGO building sets. A total of 29 different mini-doll figures will be introduced in 2012.

"LEGO Friends is one of the most researched LEGO projects ever and is a culmination of years of anthropological research with girls around the world to understand what they expect from a construction toy," said Nanna Ulrich Gudum, senior creative director, LEGO Group. "In talking with girls and their moms, we understand that girls really want a LEGO offering that mirrors what the boys experience, but in a way that fulfills their unique desire for remodeling and redesign, combined with realistic themes in community and friendship."

"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," Nanna Ulrich Gudum continued. "What LEGO Friends does differently is deliver the beauty, details, accessories, real world themes and need for strong interior play that the research revealed would make all the difference for girls ages 5 and up."

Welcome to Heartlake City
The LEGO Friends story centers on the everyday lives and personalities of five girls in a fictional hometown called Heartlake City. Each of the friends—Olivia, Mia, Andrea, Stephanie and Emma—has a distinct personality and interests, such as animals, performing arts, invention and design, that are reflected in the models. Building sets reflect different parts of town where the girls' adventures take place—downtown, suburbs, beach, camping grounds and mountains.

The product collection
Half of the launch collection includes construction sets themed to introduce girls to each of the "Friend's" personalities, including: 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. Girls are also invited to construct the Friends' favorite locations in Heartlake City with larger building sets, including: Stephanie's Cool Convertible, Olivia's Tree House, Heartlake Dog Show, Butterfly Beauty Shop, City Park Cafe, Heartlake Vet, and Olivia's House. The remaining nine sets launching later in the year deliver the same range in price and theme.

Immersive brand experience
Children will be immersed in the new world they can create with LEGO Friends through a variety of brand experiences planned for 2012. In addition to providing product information, the LEGO Friends website will allow children to explore the personalities of each of the five Friends and the different spots in Heartlake City. The site will also feature an avatar creator, mini-movies, games, video building tips, story extensions, contests, news and an events calendar. Also planned are interactive building events and road shows, promotions, magazines, digital content, a mini movie, in-store experiences, books and more. Check www.LEGOFriends.com for more information.

Note to editors: product information and images are available through the noted media contact. B-roll footage is available at www.thenewsmarket.com/legofriends.

LEGO Systems Inc. (LSI) is the Americas division of the LEGO Group, a privately-held firm based in Billund, Denmark that is the world's leading manufacturer of construction toys. The company is committed to the development of children's creative and imaginative abilities through high-quality, creatively educational play materials, and its employees are guided by the motto adopted in the 1930s by founder Ole Kirk Christiansen: "Only the best is good enough." For more information, visit www.LEGO.com

MEDIA CONTACTS:
Amanda Santoro, LEGO Systems, Inc.
860-763-7834 / [email protected]

Karen Nolan, Flashpoint PR
415-551-9619 / [email protected]

SOURCE The LEGO Group