The LEGO Group re-imagines the Friends Universe, with the introduction of latest numerous characters, to allow extra youngsters to really feel represented throughout play. This subsequent era is designed to have fun numerous friendships within the trendy world.
This subsequent era of LEGO Friends has carried out enter from child testing, analysis and suggestions from letters despatched to the corporate, which all discovered youngsters had a want to see themselves, their buddies and their households higher represented.
The brand-new universe of genuine, attention-grabbing, passionate, and numerous characters consists of additions of a number of pores and skin tones, cultures, bodily and non-visible disabilities, and neurodiversity.
The new units and collection will characteristic characters with limb distinction, Down Syndrome, nervousness, vitiligo, and a canine with a wheelchair. The new buddies additionally discover and work to beat trendy challenges that they face, passions, obstacles, and variations, all whereas attempting to create friendships.
The re-imagined LEGO Friends Universe goals to assist youngsters grow to be higher buddies to themselves and others whereas offering emotional and social improvement by play, to assist them higher perceive individuality, range, and the trendy world.
Beyond analysis and insights from child testing and designers reviewing letters from youngsters, the LEGO Group additionally revealed latest analysis that additional highlights youngsters’s want for illustration.
LEGO Play Well Study 2022
The LEGO Play Well Study 2022 confirmed an amazing want for extra illustration in play and extra dialogue on range and revealed that folks (97%) consider you will need to talk about the distinctive individualities between us all, particularly psychological well being (91%), bodily disabilities (82%), psychological disabilities (81%), and ethnicity (75%).
Moreover, mother and father (84%) say that play and toys can have a key function in serving to youngsters find out about range.
The analysis additionally discovered that 3 in 4 (73%) youngsters felt that there have been not sufficient toys with characters that represented them and equally, that 8 in 10 (80%) youngsters would love there to be extra toys with characters who appear like them.
Moreover, youngsters themselves are asking for a fairer, extra equitable world with 9 out of 10 (91%) saying they care about everybody being handled equally.
LEGO Friends TV
The LEGO Group needs youngsters throughout the globe to expertise the complete Friends Universe as relatable and consultant of the actual world, each on the subject of merchandise and content material.
As a outcome, the storylines of the LEGO Friends TV present have been refreshed in collaboration with the Geena Davis Institute on Gender in Media serving to to develop the character’s narratives to make sure they’re relatable, inclusive, and reflective of the difficulties and experiences that youngsters face at present, together with the ups and downs of friendships.
The new LEGO Friends units can be obtainable from 1 January 2023 throughout LEGO Certified Stores, LEGO Official Store on Lazada, Shopee, Amazon, in addition to main retailers and department shops in Singapore, whereas a LEGO Friends TV particular is because of air in February 2023 – kicking off the brand new TV collection.