LEGO Introduces New ‘Friends’ To Feed Kids’ Desire For Greater Representation
LEGO builds imagination, representation, and relationships with the release of its new revamped line of LEGO Friends.
The Friends Universe seeks to represent kids from all walks of life to better reflect the real world during play.
Before the change, LEGO conducted a survey where it interviewed children, asking them what they wanted to see in their toys. From the study, two in three kids said they wanted portrayals for a broader range of emotions instead of ones that were always “happy,” while nine in 10 children said they believed it’s good to have friends who can teach you different lessons.
Ultimately, the overarching response was kids asking for toys that were closer to their social environment, their emotions, and the diverse groups of people they are in contact with.
Hence, LEGO reworked the Friends Universe with characters such as Autumn, a 12-year-old who will be LEGO’s first character with a limb difference. There’s 13-year-old Paisley, who deals with social anxiety and getting her ideas across to those around her. Liann lives with ADHD, while Nova is a video game streamer at 13 and is a tech genius whose wits have left her a little ostracized.
The girls join a group of other international kids at school—Leo, Zac, and Olly—who hail from different cultural backgrounds and are all trying to navigate childhood while still dealing with the nuances of growing up in a new environment.
The new toys and a new series on YouTube will represent the characters.
