A decade after launch of LEGO friends, the LEGO Group is re-imagining the Friends Universe with the introduction of new diverse characters.
Next Generation LEGO Friends
The next generation of LEGO Friends incorporates inputs from kid testing, research and feedback from letters sent to the company. It stems from children’s desire to see themselves, their friends and their families better represented in the toys they play with.
As such, the new LEGO friends will feature a diverse set of characters which include additions of multiple skin tones, cultures, physical and non-visible disabilities, and neurodiversity.
The new sets and series will feature characters with limb difference, Down Syndrome, anxiety, vitiligo, and a dog with a wheelchair. The new friends also explore and work to overcome modern challenges that they face, passions, obstacles, and differences, all while trying to create friendships.
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Reflecting Diverse Personalities
“At the LEGO Group, we understand that children want the characters they encounter to be more like the diverse personalities they meet in real-life”, said Tracie Chiarella, Head of Product, LEGO Friends at the LEGO Group. “We’re continuously evolving our products so that they’re reflective of society today and that’s why we’re proud to launch this brand-new generation of LEGO Friends. We want children to see the new LEGO Friends Universe, both in the physical product and the content we’re launching in 2023, as a reflection of their own friendships and to see the characters as authentic. We have chosen to evolve the LEGO Friends Universe and TV show to be more inclusive in order to give parents and kids more tools to navigate friendship and their emotions as they grow and learn.”
The new LEGO Friends sets will be available from 1 January 2023 across LEGO Certified Stores, LEGO Official Store on Lazada, Shopee, Amazon, as well as major retailers and department stores in Singapore. A LEGO Friends TV special is due to air in February 2023.