The LEGO Group Supports Diversity with the New LEGO Friends Characters

The LEGO Group celebrates diverse friendships in the modern world with eight new LEGO® Friends characters from different backgrounds to enable more children to feel represented during play. 

The brand-new universe of authentic and diverse LEGO Friends characters was a result of insights from the LEGO® Play Well Study 2022* which showed an overwhelming desire for more representation in play and more discussion on diversity. 85% of the parents believe that play and toys can have a key role in helping children learn about diversity. 

Shoppers can expect new characters with multiple skin tones, cultures, physical and non-visible disabilities, and neurodiversity, including limb difference, Down Syndrome, anxiety, vitiligo, and a dog with a wheelchair. In addition, the re-imagined LEGO Friends Universe aims to help children become better friends to themselves and others by providing emotional and social development through play. As part of its storyline, the characters will work to overcome modern challenges that they face, passions, obstacles, and differences, all while trying to create friendships. 

Meet the New LEGO Friends Characters at the LEGO® Friends activity areas! 

Get to know the LEGO Friends more and try your hand at LEGO building at Toy Kingdom, Toys R’ Us, and Toy Express stores all over Metro Manila on weekends all throughout February and March. 

Build up your LEGO skills with pizza and cupcake decorating activities, and take on the challenge of creating the best gaming console, all with LEGO pieces. Kids are also able to bring home memories with the LEGO Friends after they take pictures at the LEGO Friends standee. All attendees of the weekend events get event-exclusive LEGO Polybags.

Rohan Mathur, Marketing Director of LEGO Southeast Asia, said, “Through the new additions into the LEGO Friends universe, we aim to not only inspire children to form diverse and deep friendships but also feel seen and heard through play. We are excited to see children interact and build long-lasting relationships with the new LEGO Friends characters, and hope this empowers them to form meaningful relationships in their daily lives too.”

As part of the launch of the new LEGO Friends characters, The LEGO Group has introduced new sets to accompany children in their role playing adventures. These include indulging in art activities with 41739 Liann’s Room, caring for farm animals with 41730 Autumn’s House, and trying their hand at hairstyling with 41743 Hair Salon.

In addition, children can showcase their design talents with Olly, Liann, and other characters with the 41732 Downtown Flower and Design Stores and delight in delectable treats with Aliya, Liann, and other characters with the 41728 Heartlake Downtown Diner, and meet cute puppies with Autumn and Zac at the 41727 Dog Rescue Center. 

Children can also look forward to playing shop with the 41733 Mobile Bubble Tea Shop and creating their own creative stories with the next generation of Heartlake City with 41731 Heartlake International School. The reimagined LEGO Friends Universe also features multiple other sets that offer different role playing opportunities across a wide variety of passion points for all to explore. 

To learn more about the LEGO Group, check out www.bankeebricks.ph or go to your nearest LEGO Certified Store (Alabang Town Center, BGC, TriNoma, The 30th, UP Town Center) now! Watch the LEGO Friends Video Series that was recently released. 
Click here to learn more about each of the character’s storylines.