LEGO Friends Launches New 'Friendship Playdates' Characters

Dream – Lego toys that are age and background blind, this time celebrate friendship in the modern era by introducing eight new LEGO® Friends characters that represent the diversity of children playing with LEGO.

The LEGO Group invites children and their friends to the LEGO Friends Playdate event to explore the newest sets and characters at the LEGO Friends pop-up that will be held in various malls in Indonesia.

Kicking off the fun of LEGO Friends, the LEGO Friends retail pop-up has been held at AEON MALL Sentul City from February 13 to 26, 2023 and doesn't stop there, from March 1 to 19, 2023 children can make new friendships through fun activities inspired by the spirit of LEGO Friends characters at Pondok Indah Mall 2.

There will be screenings of the latest LEGO Friends TV series, quizzes, and building activities with the newest LEGO Friends sets.

In addition, LEGO Friends activities have also been held at Grand Galaxy Park Bekasi from March 3 to 19, 2023 and Margo City in Depok from March 6 to 26, 2023, and are still ongoing at Mall of Indonesia Jakarta from March 22 to April 9, 2023.

“Through the new addition to the LEGO Friends universe, we aim not only to inspire children to form diverse and deep friendships, but also to make them feel seen and heard through play,” said Rohan Mathur, Director of Marketing for LEGO Southeast Asia in his statement on Tuesday, April 4, 2023.

Rohan said that they are very happy to see children interact and build long-lasting relationships with the new LEGO Friends characters, and hope that this will empower them to form meaningful relationships in their daily lives as well.

Rethought LEGO Friends Universe

The new universe contains authentic and diverse LEGO Friends characters, which is the result of insights from the LEGO® Play Well Study 2022 that showed a great desire for more representation in play and discussions about diversity.

97% of parents believe that it is important to discuss the uniqueness of individuals among all of us, with 85% of them agreeing that play and toys can play an important role in helping children learn about diversity. 

Buyers can find new characters with various skin colors, cultures, physical disabilities and invisible disabilities, as well as neural diversity, including physical disabilities, Down Syndrome, vitiligo, and a wheelchair-using dog.

In addition, the redesigned LEGO Friends Universe aims to help children become better friends to themselves and those around them, providing emotional and social development through play.

As part of the storyline, the characters will be encouraged to overcome modern challenges they face, passions, obstacles, and differences, while trying to create friendships. 

New LEGO Friends Sets and LEGO® Friends Video Series

As part of the launch of the new LEGO Friends characters, The LEGO Group has introduced new sets to accompany children in their role-playing adventures.

This includes indulging in art activities with 41739 Liann's Room, taking care of farm animals with 41730 Autumn's House, and trying out hairstyling with 41743 Hair Salon.

In addition, children can showcase their design talents with Olly, Liann, and other characters in 41732 Downtown Flower and Design Stores, and enjoy delicious meals with Aliya, Liann, and other characters in 41728 Heartlake Downtown Diner, as well as meet adorable puppies with Autumn and Zac in 41727 Dog Rescue Center.

Children can also look forward to playing shop with 41733 Mobile Bubble Tea Shop and creating their own creative stories with the next generation of Heartlake City with 41731 Heartlake International School.

The redesigned LEGO Friends Universe also features several other sets that offer different role-playing opportunities in various points of interest for everyone to explore.

The latest LEGO Friends sets will be available at all LEGO® Certified Stores, Kidz Station, Toys Kingdom, Toys City, and official LEGO® stores on Shopee, Tokopedia, Lazada & BliBli in Indonesia.