LEGO celebrates the 10th Anniversary of the LEGO Friends line

The LEGO Group celebrates LEGO Friends: the line that has been inspiring builders of the future through creativity and friendship for 10 years

The LEGO group invites fans to celebrate the 10th anniversary LEGO Friends, retracing with a pinch of nostalgia, some of the unforgettable milestones of the iconic line. On the occasion of this important milestone, the Danish company has launched a exclusive set, the House on the tree of friendship (41703) and seven other new models available from January 1st.

Since his debut in 2012, the LEGO Friends universe has accompanied boys and girls on numerous adventures set in realistic sets, where they explore the aspects and values ​​of friendship, while stimulating creative curiosity and trust.

LEGO celebrates the 10th Anniversary of the LEGO Friends line

LEGO Friends is one of our most loved lines and is the result of four intense years of anthropological research. Thousands of girls and boys and their parents all over the world underwent an intensive study, which revealed the desire to have more realistic details, more accessories, more animals, friends games, interior construction and the possibility of role-playing games, obviously all in LEGO bricks. From the very beginning, the goal has been to build a solid foundation for a long-term healthy and sustainable business model, capable of stimulating more and more boys and girls to play with LEGO bricks … and I’m incredibly proud to say that we succeeded!

These, the words of Rosario Costa, Design Director of the LEGO Group. L’innovation and theevolution continued of the subject were the key factors in LEGO Friends’ decade-long success. Initially, the line set out to satisfy the desire for realistic and creative role-playing in a highly detailed brick world with characters that reflect the values ​​of the LEGO Group. At a later stage, a new type of character was introduced, ‘la mini-doll‘, designed in the same scale as the classic LEGO minifigure but more detailed and realistic than ever before.

The LEGO Friends experience also gave birth to one animated TV series (Friends of Heartlake City, Friends: The Power of Friendship e Friends: Girls on a mission), a books, video games, at the magazine LEGO Friends and many attractions inside the LEGOLAND park, without forgetting the universe of merchandising, appreciated by small manufacturers who love the line.

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