Based on the fictional Heartlake City, Lego Friends follow the adventures of five girls, Olivia, Andrea, Stephanie, Emma and Mia.
Lego cleverly realised that construction toys were not just for boys – girls liked them too and in January 2012 they launched a girl friendly range which proved to be hugely popular.
So popular in fact, that Lego are pulling out all the stops to keep up with demand as the Lego Friends range has sold twice as many sets as was expected.
Chief executive Joergen Vig Knudstorp said. “It has been amazing to experience the enthusiastic welcome that consumers have given the new range. Sales have been quite astonishing. With Lego Friends we’ve managed to make creative construction toys more relevant for girls – and we look forward to developing the product line further in the years ahead.”
Taking onboard information from parents and girls they have designed Lego friends to encompass role playing opportunities with brighter more realistic sets
Following fashion styles and seasonal changes Lego friends swap from indoor sets to outdoor pursuits including the new Summer Riding Camp set.
As the Lego friends continue their pursuits more and more relevant sets will become available and will doubtless be as popular as those already on the market.
Will it be a Lego Friends Christmas for you this year?