LEGO hopes new LEGO Friends season will help kids be better friends

The LEGO Group was inspired to create the current season of LEGO Friends by research the company did on what children actually want to see on TV.

According to exclusive research of 18,000 kids aged between six and 12 years old from 19 different countries, the LEGO Group found that two in three kids want to see more toys and characters portray different emotions, to better reflect real life. In fact, only a third of kids say they have seen friends having problems or arguments on TV or online content they consume and nine in ten kids believe it’s good to have friends who can teach you different things.

As such, the LEGO Group revamped the LEGO Friends line-up to be more exclusive, as recently debuted in a flurry of new sets and a new season of the theme’s dedicated TV show. The show includes characters with a wider variety of skin tones, cultural backgrounds, disabilities, and neurodiversity, all with authentic personalities and relationships.

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“Children are our role models and guide everything we do here at the LEGO Group,” Tracie Chiarella, Head of Product for LEGO Friends said in a statement. “After an incredible 10 years on LEGO Friends, this re-imagination has enabled us to push the boundaries not only in the content and the storytelling, but also in the reflection of modern, childhood friendships so that children can truly see their experiences reflected in the world around them.

“From the research released today, it’s great to see that kids acknowledge the importance of friendship for their mental health and it’s encouraging to hear they want more emotional diversity to be represented in the content they consume and the toys and characters they play with.”

LEGO Friends sets available from January 1, 2023

LEGO set	Price	Pieces	Release date
41723 Donut Shop	£8.99 / $9.99 / €9.99	63	January 1, 2023
41724 Paisley’s House	£39.99 / $39.99 / €44.99	185	January 1, 2023
41726 Holiday Camping Trip	£19.99 / $19.99 / €24.99	87	January 1, 2023
41727 Dog Rescue Center	£54.99 / $59.99 / €59.99	617	January 1, 2023
41728 Heartlake Downtown Diner	£24.99 / $29.99 / €29.99	346	January 1, 2023
41729 Organic Grocery Store	£79.99 / $89.99 / €89.99	830	January 1, 2023
41730 Autumn’s House	£59.99 / $69.99 / €69.99	853	January 1, 2023
41731 Heartlake International School	£89.99 / $99.99 / €99.99	985	January 1, 2023
41732 Downtown Flower and Design Stores	£139.99 / $159.99 / €159.99	2,010	January 1, 2023
41733 Mobile Bubble Tea Shop	£8.99 / $9.99 / €9.99	109	January 1, 2023
41735 Mobile Tiny House	£59.99 / $64.99 / €64.99	785	January 1, 2023
41738 Dog Rescue Bike	£8.99 / $9.99 / €9.99	125	January 1, 2023
41739 Liann’s Room	£17.99 / $19.99 / €19.99	204	January 1, 2023
41740 Aliya’s Room	£17.99 / $19.99 / €19.99	209	January 1, 2023
41741 Dog Rescue Van	£24.99 / $29.99 / €29.99	300	January 1, 2023
41742 Cat Hotel	£24.99 / $29.99 / €29.99	445	January 1, 2023
41743 Hair Salon	£39.99 / $39.99 / €44.99	401	January 1, 2023
41751 Skate Park	£44.99 / $49.99 / €49.99	431	January 1, 2023
41754 Leo’s Room	£17.99 / $19.99 / €19.99	203	January 1, 2023
41755 Nova’s Room	£17.99 / $19.99 / €19.99	179	January 1, 2023

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