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* Andrea - a confident and charismatic singer who loves to perform. She has a pet bird which she calls Pepper.<ref>{{Cite book|last=Stock|first=Lisa|url=https://books.google.com/books?id=VqJrAwAAQBAJ&q=lego+friends|title=LEGO® Friends Perfect Pets|date=2020-10-13|publisher=Dorling Kindersley Limited|isbn=978-1-465-41984-2|pages=6|language=en}}</ref> She also loves being the centre of attention and dreams of being a celebrity and a great singer of all.<ref>{{Cite web|title=Andrea - LEGO Friends Characters - LEGO.com for kids - GB|url=https://www.lego.com/en-my/kids/characters/friends/andrea-0029040d25a943b5b21ab1999ce4964f|access-date=2021-01-31|website=www.lego.com}}</ref>
* Andrea - a confident and charismatic singer who loves to perform. She has a pet bird which she calls Pepper.<ref>{{Cite book|last=Stock|first=Lisa|url=https://books.google.com/books?id=VqJrAwAAQBAJ&q=lego+friends|title=LEGO® Friends Perfect Pets|date=2020-10-13|publisher=Dorling Kindersley Limited|isbn=978-1-465-41984-2|pages=6|language=en}}</ref> She also loves being the centre of attention and dreams of being a celebrity and a great singer of all.<ref>{{Cite web|title=Andrea - LEGO Friends Characters - LEGO.com for kids - GB|url=https://www.lego.com/en-my/kids/characters/friends/andrea-0029040d25a943b5b21ab1999ce4964f|access-date=2021-01-31|website=www.lego.com}}</ref>
* Emma - a creative and imaginative character who expresses herself through art. She has a cat for a pet which she calls Chico. She loves cheese a lot, is the silliest of the group and is shown to be smart.<ref>{{Cite web|title=Emma - LEGO Friends Characters - LEGO.com for kids - GB|url=https://www.lego.com/en-my/kids/characters/friends/emma-0d3da92666794b13891bebc6f0fc501c|access-date=2021-01-31|website=www.lego.com}}</ref><ref>{{Cite book|last=Saunders|first=Catherine|url=https://books.google.com/books?id=JXXAAwAAQBAJ&q=lego+friends+character+encyclopedia+emma|title=LEGO® Friends Character Encyclopedia|date=2020-10-13|publisher=Dorling Kindersley Limited|isbn=978-1-465-41894-4|pages=8|language=en}}</ref>
* Emma - a creative and imaginative character who expresses herself through art. She has a cat for a pet which she calls Chico. She loves cheese a lot, is the silliest of the group and is shown to be smart.<ref>{{Cite web|title=Emma - LEGO Friends Characters - LEGO.com for kids - GB|url=https://www.lego.com/en-my/kids/characters/friends/emma-0d3da92666794b13891bebc6f0fc501c|access-date=2021-01-31|website=www.lego.com}}</ref><ref>{{Cite book|last=Saunders|first=Catherine|url=https://books.google.com/books?id=JXXAAwAAQBAJ&q=lego+friends+character+encyclopedia+emma|title=LEGO® Friends Character Encyclopedia|date=2020-10-13|publisher=Dorling Kindersley Limited|isbn=978-1-465-41894-4|pages=8|language=en}}</ref>
* Mia - an animal lover who enjoys being outdoors. She has a pet rabbit which she calls Twister .<ref>{{Cite book|last=Stock|first=Lisa|url=https://books.google.com/books?id=VqJrAwAAQBAJ&q=lego+friends|title=LEGO® Friends Perfect Pets|date=2020-10-13|publisher=Dorling Kindersley Limited|isbn=978-1-465-41984-2|pages=4|language=en}}</ref> She loves being sarcastic and will do anything to protect the wilderness.<ref>{{Cite web|title=Mia - LEGO Friends Characters - LEGO.com for kids - GB|url=https://www.lego.com/en-my/kids/characters/friends/mia-75293884e88547ce9e03e0c937a07a2e|access-date=2021-01-31|website=www.lego.com}}</ref><ref>{{Cite book|last=Saunders|first=Catherine|url=https://books.google.com/books?id=JXXAAwAAQBAJ&q=lego+friends+character+encyclopedia+mia|title=LEGO® Friends Character Encyclopedia|date=2020-10-13|publisher=Dorling Kindersley Limited|isbn=978-1-465-41894-4|pages=7|language=en}}</ref>
* Mia - an animal lover who enjoys being outdoors. She has a pet rabbit which she calls Twister.<ref>{{Cite book|last=Stock|first=Lisa|url=https://books.google.com/books?id=VqJrAwAAQBAJ&q=lego+friends|title=LEGO® Friends Perfect Pets|date=2020-10-13|publisher=Dorling Kindersley Limited|isbn=978-1-465-41984-2|pages=4|language=en}}</ref> She loves being sarcastic and will do anything to protect the wilderness.<ref>{{Cite web|title=Mia - LEGO Friends Characters - LEGO.com for kids - GB|url=https://www.lego.com/en-my/kids/characters/friends/mia-75293884e88547ce9e03e0c937a07a2e|access-date=2021-01-31|website=www.lego.com}}</ref><ref>{{Cite book|last=Saunders|first=Catherine|url=https://books.google.com/books?id=JXXAAwAAQBAJ&q=lego+friends+character+encyclopedia+mia|title=LEGO® Friends Character Encyclopedia|date=2020-10-13|publisher=Dorling Kindersley Limited|isbn=978-1-465-41894-4|pages=7|language=en}}</ref>
* Olivia - a curious character with a passion for science. She is the smartest in the group and has a pet hamster whom she calls Rumble <ref>{{Cite book|last=Stock|first=Lisa|url=https://books.google.com/books?id=VqJrAwAAQBAJ&q=lego+friends|title=LEGO® Friends Perfect Pets|date=2020-10-13|publisher=Dorling Kindersley Limited|isbn=978-1-465-41984-2|pages=8|language=en}}</ref> and usually stays in the robot thingy that Olivia built to help out.<ref>{{Cite web|title=Olivia - LEGO Friends Characters - LEGO.com for kids - GB|url=https://www.lego.com/en-my/kids/characters/friends/olivia-b974c5beb4d04a869d9ecb8ec215a650|access-date=2021-01-31|website=www.lego.com}}</ref><ref>{{Cite book|last=Saunders|first=Catherine|url=https://books.google.com/books?id=JXXAAwAAQBAJ&q=olivia+lego+friends+character+encyclopedia|title=LEGO® Friends Character Encyclopedia|date=2020-10-13|publisher=Dorling Kindersley Limited|isbn=978-1-465-41894-4|pages=6|language=en}}</ref>
* Olivia - a curious character with a passion for science. She is the smartest in the group and has a pet hamster whom she calls Rumble <ref>{{Cite book|last=Stock|first=Lisa|url=https://books.google.com/books?id=VqJrAwAAQBAJ&q=lego+friends|title=LEGO® Friends Perfect Pets|date=2020-10-13|publisher=Dorling Kindersley Limited|isbn=978-1-465-41984-2|pages=8|language=en}}</ref> and usually stays in the robot thingy that Olivia built to help out.<ref>{{Cite web|title=Olivia - LEGO Friends Characters - LEGO.com for kids - GB|url=https://www.lego.com/en-my/kids/characters/friends/olivia-b974c5beb4d04a869d9ecb8ec215a650|access-date=2021-01-31|website=www.lego.com}}</ref><ref>{{Cite book|last=Saunders|first=Catherine|url=https://books.google.com/books?id=JXXAAwAAQBAJ&q=olivia+lego+friends+character+encyclopedia|title=LEGO® Friends Character Encyclopedia|date=2020-10-13|publisher=Dorling Kindersley Limited|isbn=978-1-465-41894-4|pages=6|language=en}}</ref>
* Stephanie - a sporty character who loves health and fitness. She is the most competitive one in the group and will turn anything into a competition and has a pet dog whom she calls Dash.<ref>{{Cite web|title=Stephanie - LEGO Friends Characters - LEGO.com for kids - GB|url=https://www.lego.com/en-my/kids/characters/friends/stephanie-5565692c8cd24be5acb8dcd7450866e9|access-date=2021-01-31|website=www.lego.com}}</ref>
* Stephanie - a sporty character who loves health and fitness. She is the most competitive one in the group and will turn anything into a competition and has a pet dog whom she calls Dash.<ref>{{Cite web|title=Stephanie - LEGO Friends Characters - LEGO.com for kids - GB|url=https://www.lego.com/en-my/kids/characters/friends/stephanie-5565692c8cd24be5acb8dcd7450866e9|access-date=2021-01-31|website=www.lego.com}}</ref>

Revision as of 18:16, 10 May 2022

Not to be confused with Lego Friends: The Television Series, a Lego Ideas set based on the television series Friends.
Lego Friends
File:Lego Friends logo.svg
SubjectFive best friends
Licensed fromThe Lego Group
Availability2012–present
Total sets456[1]
CharactersAndrea, Emma, Mia, Olivia, and Stephanie
Official website

Lego Friends is a product range of Lego construction toys designed primarily for girls. Launched in 2012, the theme introduced "mini-doll" figures, which are about the same size as traditional Lego minifigures but are more detailed and realistic. The five main characters of the theme are Andrea, Olivia, Stephanie, Mia and Emma. The Lego Friends sets depict scenes from suburban life set in the fictional town of Heartlake City and usually include one of the character's names in the titles. The sets are complemented by an animated series that premiered in 2014. The Friends product range replaced Lego's previous female-oriented theme Belville, which had been in production since 1994, and featured dolls that were much larger than both the mini-dolls and minifigures. The launch of Lego Friends in 2012 was one of Lego's biggest successes, as it not only doubled sales expectations, but also extensively widened Lego's customer base within the girls' sector. Despite receiving initial criticism relating to its representation of girls and their interests, the line has consistently performed well and has been regularly listed as one of The Lego Group's best selling themes.

Overview

Lego Friends focuses on five characters named Andrea, Olivia, Stephanie, Mia and Emma who live in Heartlake City. Each of the characters has specific interests, such as animal-lover, beautician and pop star. The theme depicts their houses, hobbies, cars and favourite places to spend their free time. The line introduced the mini-doll figure in Lego Friends construction toy sets, replacing the traditional Lego minifigure. The mini-doll is slighter taller than a minifigure, thinner and curvier, and was an improvement on the Belville range, which did not have customisable figures. It is also compatible with the wider Lego product range. Lego Friends also introduced a range of new brick colours, including purple, lavender, teal and turquoise.[2]

Characters

The Lego Friends theme focuses on five teenage girls who live in the fictional town of Heartlake City. Each character has a distinctive personality, which is illustrated by her favourite activities.[3][4]

  • Andrea - a confident and charismatic singer who loves to perform. She has a pet bird which she calls Pepper.[5] She also loves being the centre of attention and dreams of being a celebrity and a great singer of all.[6]
  • Emma - a creative and imaginative character who expresses herself through art. She has a cat for a pet which she calls Chico. She loves cheese a lot, is the silliest of the group and is shown to be smart.[7][8]
  • Mia - an animal lover who enjoys being outdoors. She has a pet rabbit which she calls Twister.[9] She loves being sarcastic and will do anything to protect the wilderness.[10][11]
  • Olivia - a curious character with a passion for science. She is the smartest in the group and has a pet hamster whom she calls Rumble [12] and usually stays in the robot thingy that Olivia built to help out.[13][14]
  • Stephanie - a sporty character who loves health and fitness. She is the most competitive one in the group and will turn anything into a competition and has a pet dog whom she calls Dash.[15]

Development

Before the launch of the Lego Friends range, The Lego Group had previously targeted both boys and girls in its marketing. An American commercial in 1955 depicted both young boys and young girls playing with Lego. In 1974, the Lego minifigure was introduced, with a female minifigure introduced two months after the male minifigures. By 1979, the company had begun to specifically target girls with the launch of Scala jewellery. In 1981, a young girl holding her Lego creation was showcased in a Lego advert. In 1994, the Belville product line was introduced for girls, which focused on a fairytale theme and did not include minifigures or buildable toys. Scala was later resurrected in 1997, which emphasised gender roles.[16]

Lego Friends was launched following four years of research. In 2008, The Lego Group conducted research about its customer base, which showed that 90% of Lego sets sold were aimed at boys. This meant that there was a huge untapped market of girls who were not using Lego. A Lego spokesman, Michael McNally reported, "Seeing that the play pattern was really skewing so heavily toward boys, we wanted to understand why. We embarked on four years of global research with 4,500 girls and their moms. Some of the things we heard were really surprising and challenging in ways that weren't really comfortable for us as a brand." The research showed that boys and girls play very differently and construct different worlds of play. McNally noted that, "The boys immediately grabbed the figures and the horses and the catapults and they started having a battle". By contrast the girls were more focused on the structure. "They all looked around inside the castle and they said, 'Well, there's nothing inside'. This idea of interior versus exterior in the orientation of how they would then play with what they built was really interesting. If you think about most of the Lego models that people consider to be meant for boys, there's not a whole lot going on in there. But [the girls had] this idea of, 'There's nothing inside to do.'"[17]

The Lego Friends line was developed to target the girl's market. The Lego Group conducted extensive ethnographic research, which aimed to identify girls' preferences. Mauricio Affonso, Friends model designer commented, "One of the main things was they couldn't really relate to the minifigure, it's too blocky. Boys tend to be a lot more about good versus evil, whereas girls really see themselves through the mini-doll. They wanted a greater level of detail, proportions and realism."[18]

The research also showed a difference in the way that girls assemble Lego sets. McNally commented, "One of the things we learned in the research was that—where boys were perfectly happy going through two hours assembling a single structure—girls were much more interested in small bite-sized assembly that provided a role-play opportunity, before then building again".[17]

Launch and release

Lego Friends was launched in January 2012 in North America (December 2011 in France), with the release of 14 sets.[3] The first wave included 23 sets[19] and featured five friends named Andrea, Olivia, Stephanie, Mia, and Emma in suburban settings.[20] In the initial release the larger sets included the Heartlake Vet, City Park Cafe, and Butterfly Beauty Shop. Smaller sets included Stephanie's Cool Convertible, Andrea's Stage, Olivia's Invention Workshop and Emma's Splash Pool.[21]

Lego Friends sets have been released in waves in the years following the initial launch, which have expanded on the various interests of the characters and their friends. These have included various vocational, recreational and academic interests, such as agriculture, equestrianism, wildlife animal rescue and rehabilitation, and pop stardom. The range also included suburbia-themed sets, as well as an amusement park and skiing theme. The largest sets since the original wave have been the Summer Riding Camp, Heartlake Shopping Mall and Heartlake Grand Hotel.[22] According to Bricklink, there have been a total of 456 Lego Friends sets released since January 2012.[1]

In 2018, the Lego Friends line announced some physical changes to the main characters, which according to The Lego Group, were made in response to feedback from children. The changes were made to make the characters "more diverse in their appearance" and add "more depth to their personality".[23]

In 2020, The Lego Group partnered with National Geographic to release several construction sets that focused on environmental issues. The Lego Friends line launched construction sets that centred on animal protection. The sets included Baby Elephant Jungle Rescue, Jungle Rescue Base and Panda Jungle Tree House sets.[24]

Lego Friends launched a range of play cubes in 2021. Each cube includes a small brick build, a mini-doll and a pet animal, and is designed for ages 6+.[25]

On 3 January 2022, the Lego Friends brand celebrated its tenth anniversary. The Lego Group released 8 new sets to celebrate a decade of friendship.[26][27][28][29]

On 1 May 2022, The Lego Group partnered with NASA to release several construction sets that focused on Space Academy.[30]

On 3 May 2022, 13 new sets to be released in summer 2022.[31]

Reception

Controversy

The Lego Friends theme received initial criticism for its reinforcement of gender stereotypes. Campaign groups in both the UK and the US particularly disliked the use of the colour pink in the product range and the particular range of activities enjoyed by the characters. Abi Moore of UK campaign group, Pink Stinks remarked, "We want toys that offer all sorts of opportunities to all children. We think that cupcakes, parties and having everything revolve around leisure is just tiresome and heavily stereotyped." In the US a petition launched by the Spark movement achieved 50,000 signatures with the aim of pressuring The Lego Group to change its marketing strategy. In addition, the slim figures of the Friends characters have also drawn criticism from eating disorder specialists.[32] The Campaign for a Commercial-Free Childhood nominated Lego Friends for a TOADY award, which is a "worst toy" award that is an acronym for "Toys Oppressive And Destructive to Young Children", having opined that the Lego Friends line was "so jam-packed with condescending stereotypes it would even make Barbie blush".[17] However, The Lego Group has responded to its critics by stating that the line was the result of research with 3,000 girls who wanted to find relevance in Lego construction sets.[32]

Lego spokesman, Michael McNally commented, "There were a lot of people at the beginning who said, 'They’ve dumbed it down, it's not nearly as complicated [as the original Lego], it's special for girls because they don't think girls can build. The reality is, just about piece for piece, there are just as many pieces required to put something together [among Friends sets]." McNally defended the Lego Friends product line against its critics by stating, "I think there's been a lot of momentum around this idea that everything should be gender neutral. That's not what we're striving for. We don't see anything wrong with the natural ways that children are choosing to play. We try being gender inclusive."[17]

In response to further criticism raised in a letter written by a 7-year-old girl in 2014 about the nature of the girls' activities in Lego sets, The Lego Group released a Research Institute play set, which included a female palaeontologist, astronomer and chemist.[33]

Success

Despite the controversy, Lego Friends is one of Lego's biggest successes. In 2012, when the Friends line was launched, the line doubled sales expectations, with sales to girls tripling in the same year. In the first six months of 2012, The Lego Group's net profit rose 35% to 2bn kroner (£213m) partially driven by the success of the Friends line.[32] This success caused other construction-set companies such as Mega Blocks to introduce girl dolls.[34] Following the launch of Lego Friends, sales in the girls' market were growing as much as 20 percent each year. Three years after the launch, Lego achieved sixth place in the list of gifts that girls wanted most for Christmas, according to a survey by the National Retail Federation. Lego Friends has also reappeared in The Lego Group's annual report as one of its five top selling themes, most recently in 2016, 2018, 2019 and 2020.[35][36][37][38] Lego's chief operating officer, Bali Padda remarked, "We tried reaching into the girls' audience a number of times over the last 15, 20 years, and this is the first time, with Friends, that we've had true success".[39]

Awards and nominations

In 2013, Lego Friends was awarded "Toy of the Year" and also "Activity Toy of the Year" by the Toy Association.[40] In 2017, the Lego Friends Amusement Park Roller Coaster was awarded "Toy of the Year" and "Construction Toy of the Year" by the Toy Association.[41]

In 2021, Heartlake City Shopping Mall (set number: 41450) was listed as one of the "Top 10 toys for Christmas 2021" by Tesco.[42]

Web shorts

The product line was accompanied by a series of animated short films that was released on YouTube.

Season 1

In the first season, 18 web shorts were released on YouTube.

# Title Release date Notes
1 Andrea's first day[43] May 28, 2014 LEGO Friends Web series
2 The Trapped Foal[44] May 28, 2014
3 Bored Beach Blues[45] May 28, 2014
4 Olivia's Science Show[46] May 28, 2014
5 The Beast from the Blue Lagoon[47] May 28, 2014
6 All We Need is Juice[48] May 28, 2014
7 Quit Monkeying Around[49] July 22, 2014
8 Speaking of parrots[50] May 28, 2014
9 Nice prank[51] May 28, 2014
10 Bear in trouble[52] August 7, 2014
11 Drawn together[53] August 7, 2014
12 A Noisy Camping Trip[54] August 7, 2014
13 An Icy Science Show[55] February 11, 2015
14 Painting Tony[56] August 22, 2014
15 Jungle Cup Cakes[57] August 22, 2014
16 What's a Heart[58] October 17, 2014
17 Two Jacobs[59] October 30, 2014
18 Emma's Ornament[60] February 11, 2015

Season 2

In the second season, 51 web shorts were released on YouTube.

# Title Release date Notes
1 I Heart card you[61] January 9, 2015 LEGO Friends Web series
2 Emma is moving part I[62] January 16, 2015
3 Emma is moving part II[63] January 22, 2015
4 What an interesting ice cream[64] January 29, 2015
5 Big dreams[65] February 6, 2015
6 Valentine's whaaat?[66] February 12, 2015
7 Live from backstage[67] February 20, 2015
8 The Unprankables[68] October 20, 2015
9 Girls Don't Snore[69] March 5, 2015
10 Look High and Low[70] March 12, 2015
11 A Strong Voice[71] October 20, 2015
12 The Juicy News[72] October 20, 2015
13 Fool me once[73] April 3, 2015
14 Emma’s Design Show: Easter letters[74] April 11, 2015
15 Special delivery[75] April 16, 2015
16 Making the Band[76] April 22, 2015
17 Daa-aaad![77] April 30, 2015
18 Friendship in the Air[78] May 7, 2015
19 Our Special Day[79] May 15, 2015
20 Life of Livi[80] May 22, 2015
21 Bubbly personality[81] May 27, 2015
22 A Spooky Sensation[82] June 8, 2015
23 Skater Dogs[83] June 14, 2015
24 Nate wants a Date[84] June 20, 2015
25 Room for practice[85] June 27, 2015
26 Busy with Dizzy[86] July 4, 2015
27 The great hair day[87] July 11, 2015
28 Picture perfect[88] July 18, 2015
29 Jacob sings of love[89] July 25, 2015
30 Not Just Baking[90] August 1, 2015
31 Oh Brother, what did you do![91] August 8, 2015
32 A Studio of Fun[92] August 17, 2015
33 Which star are you[93] August 22, 2015
34 A Taste of Science[94] August 30, 2015
35 Sleep Little Skunky[95] September 7, 2015
36 Letters of love[96] September 14, 2015
37 Guarding Secrets[97] September 20, 2015
38 Video wonder part I[98] September 27, 2015
39 Video wonder part II[99] October 5, 2015
40 Just a Girl[100] October 10, 2015
41 The Costume Party[101] October 20, 2015
42 Rushing Room Service[102] October 28, 2015
43 The Tale of Two Parties[103] November 2, 2015
44 Rabbit Nightmare[104] November 5, 2015
45 Perfectly Planned Pizza[105] November 7, 2015
46 The Mystery of the Missing Fruit[106] November 21, 2015
47 Sound of the Siren[107] November 28, 2015
48 The Lost Penguin[108] December 5, 2015
49 One Man Choir[109] December 12, 2015
50 The Backside of Hockey[110] January 2, 2016
51 Friendly New Year[111] January 2, 2016

Season 3

In the third season, 39 web shorts were released on YouTube.

# Title Release date Notes
1 Ya Gotta Love Heartlake City[112] February 10, 2016 LEGO Friends Web series
2 Wait...Is this Like a Date?[113] February 13, 2016
3 The Winners Take All[114] February 20, 2016
4 Stephanie the Great[115] February 26, 2016
5 Dare Dare[116] March 5, 2016
6 Not All Maps Are Honest[117] March 19, 2016
7 You Call That a Prank?[118] April 2, 2016
8 Scrambled Eggs[119] April 8, 2016
9 The Present That Shrank[120] April 18, 2016
10 At the Core of the Friendship Tree[121] May 6, 2016
11 Mother’s Day all the Way[122] May 7, 2016
12 The Bus To Anywhere[123] May 14, 2016
13 Daily Bread[124] May 22, 2016
14 Uneasy Rider[125] June 4, 2016
15 Beat a Cheat[126] June 14, 2016
16 How To Heal a Horse[127] June 17, 2016
17 Hot Dog Jam Time[128] November 29, 2016
18 Houston we have a Problem[129] July 1, 2016
19 High Hopes[130] July 9, 2016
20 Dog Date Afternoon[131] July 16, 2016
21 Friends who Quiz[132] July 22, 2016
22 Beauties and the B.E.A.T.[133] August 6, 2016
23 Cat'astrophic Bath[134] August 12, 2016
24 No Fishing[135] August 19, 2016
25 Scary Pottery[136] September 2, 2016
26 Where Eagles Don't Care[137] September 9, 2016
27 Happy Birthday, Nate[138] September 16, 2016
28 Cherish Wheel[139] September 23, 2016
29 The Shrinking Lake[140] October 9, 2016
30 Invasion of the Cupcake Snatchers[141] October 14, 2016
31 Giddy Up[142] October 21, 2016
32 Yellow Dolly[143] November 4, 2016
33 Shhh! Did You Hear That?[144] November 18, 2016
34 Bark Side of the Moon[145] November 25, 2016
35 Baguettes Feast[146] December 2, 2016
36 The Winter Promise[147] December 23, 2016
37 The Shoe Must Go On[148] December 23, 2016
38 Greetings From The Past[149] December 24, 2016
39 The Girls Who Would Be Stephanie[150] December 24, 2016

Season 4

In the fourth season, 32 web shorts were released on YouTube.

# Title Release date Notes
1 Andrea’s Friendship Song[151] January 5, 2017 LEGO Friends Web series
2 Emma's Perfect Photo Day[152] January 5, 2017
3 Mia at Work[153] January 5, 2017
4 Olivia's Friendship Experiment[154] January 5, 2017
5 Breakfast at Stephanie’s[155] January 5, 2017
6 Pup My Ride[156] February 9, 2017
7 MAMA MIA![157] February 9, 2017
8 Quest for a Name[158] February 9, 2017
9 Family Match[159] February 9, 2017
10 The Long Lost Letter[160] February 9, 2017
11 Stay Cool at the Pool![161] February 9, 2017
12 Travel video diary part 1: Snow stunts[162] June 1, 2017
13 Travel video diary part 2: Exciting snow trip[163] June 1, 2017
14 Travel video diary part 3: All eyes on the siblings[164] June 1, 2017
15 Travel video diary part 4: Sea adventures[165] May 23, 2017
16 Travel Video Diary Part 5: Face Your Fear[166] May 24, 2017
17 Travel Video Diary Part 6: Find Paradise[167] May 23, 2017
18 RoboByeBaby[168] July 7, 2017
19 Calling Dr Quest[169] July 14, 2017
20 How To Melt A Heart[170] May 24, 2017
21 Andrea Sings The Blues[171] May 24, 2017
22 The Search for Patient X[172] May 24, 2017
23 Being Patient[173] May 24, 2017
24 There's No Business Like Froyo Business[174] May 24, 2017
25 Smile and Say Freeze![175] May 24, 2017
26 Mermaid Tears[176] May 24, 2017
27 A Test Of The Heart[177] May 24, 2017
28 My Boss, My Friend[178] May 24, 2017
29 Olivia's Science Craze[179] May 24, 2017
30 Mia's Police Story[180] May 24, 2017
31 The Ups and Downs of Art Class[181] May 24, 2017
32 Friendship Bloopers[182] May 24, 2017

Animated series and TV special

An animated series and TV special based on the Lego Friends theme was released to accompany the product line. It follows the adventures of the five friends in their hometown of Heartlake City.[183]

Series

Friends of Heartlake City

Friends of Heartlake City is an animated television series that premiered on 3 November 2013. Each episode had a runtime of 25 minutes.[184]

Friends: The Power of Friendship

Lego Friends: The Power of Friendship aired on Netflix on 4 March 2016.[185] The series includes two seasons with four episodes.[183]

Friends: Girls on a Mission

Friends: Girls on a Mission is a 2018 television series on Family Channel in Canada, on KidsClick in the United States, Pop in the United Kingdom and Ireland, Super RTL in Germany, and TVNZ in New Zealand.[186] The series premiered on 25 October 2018 and has continued for four seasons.[187]

TV special

Friends: Holiday Special

Friends: Holiday Special is a 21-minute television special that premiered in YouTube on 6 November 2021.[188]

Critical reception

The Lego Friends animated series has been praised for its positive role models and messaging, but criticised for its consumerism. Reviewer, Emily Ashby for Common Sense Media gave the series a two star rating, commenting that, "The characters are five strong, big-hearted teen girls who are good examples of the value of friendship. Social rivalry and other troubles arise in each story, but the girls overcome them in ways that celebrate cooperation, responsibility, and individuality." The review also opined that, "this somewhat plodding series feels more like an extended commercial than it does a solid contender for kids' attention".[189]

Other media

Books

In June 2012, two books based on the Friends theme were released. Lego Friends: Welcome to Heartlake City and Lego Friends: Perfect Pet Show were released on June 18, 2012, by DK.[190][191] DK also released a Lego Brickmaster book based on the Friends theme on September 17, 2012.[192]

Video games and apps

Lego Friends video game

Main article: Lego Friends (2013 video game)

Lego Friends is a Lego-themed life simulation video game developed by Hellbent Games and published by Warner Bros. Interactive Entertainment, which is based on the Lego Friends theme. The game was first released for Nintendo 3DS systems on 12 November 2013, and for Nintendo DS systems on 8 April 2014.[193] The game was later released for iOS devices on 31 July 2014.[194]

Lego Friends Heartlake Rush

Lego Friends Heartlake Rush is a 3D driving game that was developed by LEGO System A/S and is designed for children aged 4+. Players choose one of the Friends characters and navigate through a series of road obstacles. The game was released on iOS and Google Play.[195]

Magazine

In July 2014, the Lego Friends brand launched a monthly children's magazine, published by Immediate Media. Editions of the magazine were regularly published over the course of six and a half years, until it was discontinued with Issue 78. According to the Audit Bureau of Circulations (ABC), the magazine had achieved an average circulation of 22,468 between January and June 2020, which was lower than the Lego City magazine at 33,677 and the Lego Ninjago magazine at 54,423.[196] The magazine had also received some controversy over its content in 2019, when a comic strip was criticised for sexist characterisation.[197]

In January 2022, the Lego Friends magazine relaunched in the UK by Signature Publishing.[198]

Theme park attractions

In 2015, a Friends themed land was introduced to Legoland California, named Lego Friends Heartlake City, featuring a splash area, Lego models of the characters, a meet and greet area and a 15-minute live show.[199] In the same year, a themed land was opened at Legoland Windsor Resort, featuring a live show and Heartlake City Express Train.[200] Heartlake City also made its debut at Legoland Florida in May 2015, when a themed area of the park was launched featuring two attractions named Mia's Riding Adventure and Heartlake Mall theater.[201] In November 2021, Lego Friends themed land was announced for the upcoming launch of Legoland Shanghai Resort in 2024.[202][203]

Film

On 2 February 2016, Warner Brothers released a Lego Friends film on Blu-ray titled Lego Friends: Girlz 4 Life. The 2016 American Direct-to-DVD computer-animated film follows the story of popstar, Livi, who comes to Heartlake City. The Friends characters are forced to devise a plan when Livi's manager steals their hit song called Girlz.[204]

The Lego Friends line made a prominent appearance in the 2019 film The Lego Movie 2: The Second Part, during scenes set within the SyStar System.[205]

See also

References

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  2. ^ a b "Do Girls Need Their Own Legos?". HuffPost UK. 2011-12-16. Retrieved 2021-03-26.
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  4. ^ Stock, Lisa (2020-10-13). LEGO® Friends Perfect Pets. Dorling Kindersley Limited. p. 6. ISBN 978-1-465-41984-2.
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  7. ^ Saunders, Catherine (2020-10-13). LEGO® Friends Character Encyclopedia. Dorling Kindersley Limited. p. 8. ISBN 978-1-465-41894-4.
  8. ^ Stock, Lisa (2020-10-13). LEGO® Friends Perfect Pets. Dorling Kindersley Limited. p. 4. ISBN 978-1-465-41984-2.
  9. ^ "Mia - LEGO Friends Characters - LEGO.com for kids - GB". www.lego.com. Retrieved 2021-01-31.
  10. ^ Saunders, Catherine (2020-10-13). LEGO® Friends Character Encyclopedia. Dorling Kindersley Limited. p. 7. ISBN 978-1-465-41894-4.
  11. ^ Stock, Lisa (2020-10-13). LEGO® Friends Perfect Pets. Dorling Kindersley Limited. p. 8. ISBN 978-1-465-41984-2.
  12. ^ "Olivia - LEGO Friends Characters - LEGO.com for kids - GB". www.lego.com. Retrieved 2021-01-31.
  13. ^ Saunders, Catherine (2020-10-13). LEGO® Friends Character Encyclopedia. Dorling Kindersley Limited. p. 6. ISBN 978-1-465-41894-4.
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  64. ^ Big dreams - LEGO Friends Webisode – Season 2 Episode 5. February 6, 2015 – via YouTube.
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  76. ^ Daa-aaad! - LEGO Friends - Season 2 Episode 17. April 30, 2015 – via YouTube.
  77. ^ Friendship in the Air - LEGO Friends - Season 2 Episode 18. May 7, 2015 – via YouTube.
  78. ^ Our Special Day - LEGO Friends - Season 2 Episode 19. May 15, 2015 – via YouTube.
  79. ^ Life of Livi - LEGO Friends - Season 2 Episode 20. May 22, 2015 – via YouTube.
  80. ^ Bubbly personality - LEGO Friends - Season 2 Episode 21. May 27, 2015 – via YouTube.
  81. ^ A Spooky Sensation - LEGO Friends - Season 2 Episode 22. June 8, 2015 – via YouTube.
  82. ^ Skater Dogs - LEGO Friends - Season 2 Episode 23. June 14, 2015 – via YouTube.
  83. ^ Nate wants a Date - LEGO Friends Season 2 Episode 24. June 20, 2015 – via YouTube.
  84. ^ Room for practice - LEGO Friends - Season 2 Episode 25. June 27, 2015 – via YouTube.
  85. ^ Busy with Dizzy - LEGO Friends - Season 2 Episode 26. July 4, 2015 – via YouTube.
  86. ^ The great hair day - LEGO Friends - Season 2 Episode 27. July 11, 2015 – via YouTube.
  87. ^ Picture perfect - LEGO Friends - Season 2 Episode 28. July 18, 2015 – via YouTube.
  88. ^ Jacob sings of love - LEGO Friends - Season 2 Episode 29. July 25, 2015 – via YouTube.
  89. ^ Not Just Baking - LEGO Friends - Season 2 Episode 30. August 1, 2015 – via YouTube.
  90. ^ Oh Brother, what did you do! - LEGO Friends - Season 2 Episode 31. August 8, 2015 – via YouTube.
  91. ^ A Studio of Fun - LEGO Friends - Season 2 Episode 32. August 17, 2015 – via YouTube.
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  93. ^ A Taste of Science - LEGO Friends - Season 2 Episode 34. August 30, 2015 – via YouTube.
  94. ^ Sleep Little Skunky - LEGO Friends - Season 2 Episode 35. September 7, 2015 – via YouTube.
  95. ^ Letters of love - LEGO Friends - Season 2 Episode 36. September 14, 2015 – via YouTube.
  96. ^ Guarding Secrets - LEGO Friends - Season 2 - Episode 37. September 20, 2015 – via YouTube.
  97. ^ Video wonder part I - LEGO Friends - Season 2 Episode 38. September 27, 2015 – via YouTube.
  98. ^ Video wonder part II - LEGO Friends - Season 2 Episode 39. October 5, 2015 – via YouTube.
  99. ^ Just a Girl - LEGO Friends - Season 2 Episode 40. October 10, 2015 – via YouTube.
  100. ^ The Costume Party - LEGO Friends - Season 2 Episode 41. October 20, 2015 – via YouTube.
  101. ^ Rushing Room Service - LEGO Friends - Season 2 Episode 42. October 28, 2015 – via YouTube.
  102. ^ The Tale of Two Parties - LEGO Friends - Season 2 Episode 43. November 2, 2015 – via YouTube.
  103. ^ Rabbit Nightmare - LEGO Friends - Season 2 Episode 44. November 5, 2015 – via YouTube.
  104. ^ Perfectly Planned Pizza - LEGO Friends - Season 2 Episode 45. November 7, 2015 – via YouTube.
  105. ^ The Mystery of the Missing Fruit - LEGO Friends - Season 2 Episode 46. November 21, 2015 – via YouTube.
  106. ^ Sound of the Siren - LEGO Friends - Season 2 Episode 47. November 28, 2015 – via YouTube.
  107. ^ The Lost Penguin - LEGO Friends - Season 2 Episode 48. December 5, 2015 – via YouTube.
  108. ^ One Man Choir - LEGO Friends - Season 2 Episode 49. December 12, 2015 – via YouTube.
  109. ^ The Backside of Hockey - LEGO Friends - Season 2 Episode 50. January 2, 2016 – via YouTube.
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  111. ^ Ya Gotta Love Heartlake City - LEGO Friends - Season 3 Episode 1. February 10, 2016 – via YouTube.
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  116. ^ Not All Maps Are Honest - LEGO Friends - Season 3 Episode 6. March 19, 2016 – via YouTube.
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  118. ^ Scrambled Eggs - LEGO Friends - Season 3 Episode 8. April 8, 2016 – via YouTube.
  119. ^ The Present That Shrank - LEGO Friends - Season 3 Episode 9. April 18, 2016 – via YouTube.
  120. ^ At the Core of the Friendship Tree - LEGO Friends - Season 3 Episode 10. May 6, 2016 – via YouTube.
  121. ^ Mother’s Day all the Way - LEGO Friends - Season 3 Episode 11. May 7, 2016 – via YouTube.
  122. ^ The Bus To Anywhere - LEGO Friends - Season 3 Episode 12. May 14, 2016 – via YouTube.
  123. ^ Daily Bread - LEGO Friends - Season 3 Episode 13. May 22, 2016 – via YouTube.
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  133. ^ Cat'astrophic Bath - LEGO Friends - Season 3 Episode 23. August 12, 2016 – via YouTube.
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  141. ^ Giddy Up - LEGO Friends - Season 3 Episode 31. October 21, 2016 – via YouTube.
  142. ^ Yellow Dolly - LEGO Friends - Season 3 Episode 32. November 4, 2016 – via YouTube.
  143. ^ Shhh! Did You Hear That? - LEGO Friends - Season 3 Episode 33. November 18, 2016 – via YouTube.
  144. ^ Bark Side of the Moon - LEGO Friends - Season 3 Episode 34. November 25, 2016 – via YouTube.
  145. ^ Baguettes Feast - LEGO Friends - Season 3 Episode 35. December 2, 2016 – via YouTube.
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  147. ^ The Shoe Must Go On - LEGO Friends - Season 3 Episode 37. December 23, 2016 – via YouTube.
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  156. ^ MAMA MIA! – LEGO Friends - Season 4, Episode 7. February 9, 2017 – via YouTube.
  157. ^ Quest for a Name – LEGO Friends - Season 4, Episode 8. February 9, 2017 – via YouTube.
  158. ^ Family Match – LEGO Friends - Season 4, Episode 9. February 9, 2017 – via YouTube.
  159. ^ The Long Lost Letter – LEGO Friends - Season 4, Episode 10. February 9, 2017 – via YouTube.
  160. ^ Stay Cool at the Pool! – LEGO Friends Season 4, Episode 11. February 9, 2017 – via YouTube.
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  175. ^ Mermaid Tears - LEGO Friends - Season 4, Episode 26. May 24, 2017 – via YouTube.
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  181. ^ Friendship Bloopers - LEGO Friends - Season 4, Episode 32. May 24, 2017 – via YouTube.
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