The day The LEGO® Group turned its focus to girls

LEGO® play has always been a joyful and imaginative building experience for both girls and boys. But while many sets that boys could identify with were developed over the decades, it took The LEGO® Group several attempts to come up with a girls range that worked. 

In fact, 90% of the LEGO® customer base before 2011 was made up of boys, according to reports by the company. It’s no surprise then that The LEGO® Group chief executive officer Jørgen Vig Knudstorp announced their intention to “reach the other 50 percent of the world’s children” that year.


An animated TV series of LEGO® Friends premiered in 2014. While another series Another series titled ‘LEGO® Friends: The Power of Friendship’ aired on Netflix in 2016.

The company knew there was plenty of demand for a girls range. However, previous girls ranges weren’t successful as they focused too much on the play factor, and not enough on the LEGO® brick and its element of construction, which is what appealed as much to girls as it did to boys.

After careful market research, the toy company at last introduced a girls range that worked in 2011: LEGO® Friends. The range focused on giving girls between the ages of 5 and 8 an immersive LEGO® experience that focused on “realistic role-play, creativity, and a highly-detailed, character-based world with the core values of LEGO® building.”

“What LEGO® Friends does differently is deliver the beauty, details, accessories, real world themes and need for strong interior play that the research revealed would make all the difference for girls ages 5 and up.” – Nanna Ulrich Gudum

The range was groundbreaking in yet another sense: it introduced the curvy doll-like minifigure that LEGO® research suggested girls could identify with, focusing on five characters in particular: Andrea, Emma, Mia, Olivia and Stephanie.

These friends would adventure in their hometown of Heartlake City. Each character has her own interests and strengths such as animals, performing arts, invention and design.

LEGO Friends characters Stephanie, Mia, Andrea, Emma and Olivia
The main characters in the LEGO Friends range from top left: Emma, Stephanie, Andrea, Mia and Olivia.

LEGO® Friends came under some criticism for its seemingly limited role-play for girls to which the company responded by introducing a new range of sets for the characters offering a more diverse range of activities, including a veterinarian centre, an adventure camper and a tree house to name a few.

Even with this criticism, the overall response to LEGO® Friends exceeded the company’s expectations in its first year.

“[I]t has been amazing to experience the enthusiastic welcome, which consumers have given the new range, as well as know that we through LEGO® Friends have managed to introduce LEGO® play to millions of girls who had never received a LEGO® product before,” said LEGO® Chief Marketing Officer, Mads Nipper.

Find the amazing LEGO® Friends range at Kiddiwinks online shop or at our four stores!

What do you think about the LEGO® Friends range? Tell us in the comments below.

5 LEGO® stocking fillers under R150

The excitement is building for those youngsters anticipating a visit from Father Christmas. No doubt, that means that you’re running around trying to find a few key gifts to bring a bit of that Christmas magic home these holidays. If you’re after ideas for smaller gifts to fill those stockings, then you’ve come to the right place.

Here are 5 LEGO® items that will have your gift recipients squealing for joy and which will keep them suitably occupied so that you can put your feet up and enjoy the silly season too:

Friends Party Sets

LEGO Friends Party Styling

These small scenario sets are fun to build and play with. Jewel the cat gets ready for a birthday party in the Party Styling set, while bunnies need to go gift shopping for a friend in the Party Gift Shop set.

Cost: R75 each

Action play

Bionicle Reboot Uxar Creature of Jungle

If construction is something of a fascination, then this Bionicle Reboot star is certainly going to be a hit. Uxar Creature of Jungle has green, sonic crystal wings and posable joints for hours of action-packed playtime.

Cost: R136 each

Key chains galore

LEGO minifigure key chain

For those in the family that remain children at heart, these are a great memento to unwrap at Christmas. Be it Anakin Skywalker from Star Wars, Albus Dumbledore from Harry Potter, a plain LEGO® brick or even a LEGO® Santa, you’ll find a key chain for everyone.

Cost: R69 each

Magnetic minifigures

minifigurescitypolice

“Stop! Police!” Will be the phrase you’ll be hearing a-plenty with this three-piece police minifigure magnet set. They’re a great way to get the kids interested in the charts and tables you set up during term time, so are a must for those parents looking to do a little more planning in 2017.

Cost: R146 each

Mixels of amazingness

LEGO Mixels Lewt

These fun-loving creatures ignite the imagination and make for great collectibles too. Get one or two Mixels and see the fun begin! We’re personally hoping for the treasure hoarding Mixel Lewt and the one-eyed flying horse type creature Paladum to land up in our stockings this Christmas.

Cost: R55 each

Order any of these items at our online store.

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