LEGO Friends
Lego Friends (stylized as LEGO Friends) is a product range of Lego construction toys designed primarily for girls that was launched in 2012. It introduced "mini-doll" figures, which are about the same size as traditional Lego minifigures but are more detailed and more realistic. The original cast consisted of Andrea, Olivia, Stephanie, Mia and Emma. The theme was relaunched in January 2023 to focus on a more diverse cast of characters: Aliya, Nova, Zac, Liann, Paisley, Leo, Autumn, and Olly.
The Lego Friends sets depict scenes set in the fictional town of Heartlake City, with sets usually deriving from one of the characters (e.g., Leo's room). The sets are complemented by an animated series that premiered in 2012. The Friends product range replaced Lego's previous female-oriented theme, Belville, which had been in production since 1994 and featured dolls that were significantly larger than both mini-dolls and minifigures. The launch of Lego Friends sets 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 regarding 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.
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