Lego recently relaunched its long-running Friends franchise, including wider diversity within the range with an entire new generation of characters.
The additions include characters of multiple skin tones, cultures, physical and non-visible disabilities, and neurodiversity. The new sets and series will feature characters with limb difference, Down Syndrome, anxiety, vitiligo, and even a dog with a wheelchair.
The Friends franchise was launched 10 years ago, with a line of playsets and a TV show that focused on five friends – the artist Emma, the sporty Stephanie, the nature-loving Mia, the science geek Olivia, and singer Andrea – who live in the fictional Heartlake City,
The Friends line is also notable for introducing the ‘Mini-Doll’ figure, a variation of the iconic Mini-Figure, but with more details and slightly thinner bodies.
One decade on, the line has been re-imagined into the Friends Universe, with the introduction of new diverse characters, to enable more children to feel represented during play, new playsets, and a new TV series as well.
Eight new characters – named Aliya, Autumn, Leo, Zac, Liann, Olly, Paisley and Nova – have been introduced, with the original five Friends now making their first steps into adult life.
According to a press release, the re-imagined Lego Friends characters are more representative of the world that today’s kids navigate, inclusive of gender, culture, ethnicity, physical traits and abilities, non-visible disabilities and neurodivergence.
The statement also says that this next generation of Lego Friends “implemented input from kid testing, research and feedback from letters sent to the company”, which found that children wanted to see themselves, their friends and their families better represented.
“At the Lego Group, we understand that children want the characters they encounter to be more like the diverse personalities they meet in real-life", said Tracie Chiarella, Head of Product, Lego Friends at the Lego Group.”
Research findings
Recent research conducted under the Lego Play Well Study 2022 also showed an overwhelming desire for more representation in play and more discussion on diversity.
The study gathered data from a total of 32,781 parents and 24,593 children aged 5-12 through a 20 minute online quantitative survey conducted across 35 countries in early 2022.
Among the findings was that 97% of parents believe it is important to discuss the unique individualities between us all, especially mental health (91%), physical disabilities (82%), mental disabilities (81%), and ethnicity (75%).
84% of parents also say that play and toys can have a key role in helping children learn about diversity.
The research also found that 3 in 4 (73%) children felt that there were not enough toys with characters that represented them and similarly, that 8 in 10 (80%) children would like there to be more toys with characters who look like them.
“We’re continuously evolving our products so that they’re reflective of society today,” Chiarella said in the press release.
“We want children to see the new Lego Friends Universe, both in the physical product and the content we’re launching in 2023, as a reflection of their own friendships and to see the characters as authentic.”
Speaking of content, a new Lego Friends TV special is due to air in Feb 2023 – kicking off the new TV series.
The Lego Group is working with the Geena Davis Institute on Gender in Media to refresh the storylines of the TV show in order to reflect better gender diversity.
They are also developing the characters’ narratives to ensure they’re relatable, inclusive, and reflective of the difficulties and experiences that children face today, including the ups and downs of friendships.
The new Lego Friends sets will be available from Jan 1, 2023.
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