|Friends Bricks is a fan community
We are LEGO fans who enjoy the Friends theme for its building styles, especially modular designs,
along with the softer hues of many bricks.
We are AFOLs (Adult Fans of LEGO) who enjoy building as a hobby and an art medium. Many of us are also parents who enjoy
sharing with our kids the benefits of spatial visualization that building with LEGO bricks adds to our lives.
While we embrace the creativity of all types of bricks and LEGO themes, such as Elves ~ our focus is Friends.
Look around our site for inspiration & information. Join our Forum or follow Friends Bricks activities on a social network.
|Fan community site not sponsored by The LEGO Group + Graphics copyright TLG
LEGO Friends print Advertisement 2013
History of Friends
|A TRULY LEGO EXPERIENCE
“There are all these different types of girls out there that are interested in different things.”
Rosario Costa is the Design Director for LEGO Friends and LEGO Brand Disney Princess.
She is one of the people who started the LEGO Friends project in 2008.
by Frederikke H, republished with permission from ReBrick
“After several attempts of creating a LEGO theme targeted at girls, The LEGO Group decided in 2008 to try again; To see what it took to deliver a truly LEGO
experience for girls based on the System Brick,” she explains.
One of the biggest differences between LEGO Friends and other LEGO themes are the figures. But why did LEGO Friends decide to create a new figure?
“The LEGO minifigure has become such a strong icon. So we actually tried everything we could to make that work. The Minifigures are cute square blocky characters
with personality, character, emotion and fun, and girls like that. But we quickly discovered that they wanted figures to be even more realistic looking characters, with
lots of details,” Rosario explains. “This is why we took our system platform, the LEGO essence, and develop new figures.”
“Lots of girls around the world like the minifigure and all its themes we offer from the LEGO. And that is great! But there’s also been a huge group of potential girl
builders who were not interested in LEGO sets because these themes don’t speak to them. That is the reason why we made the decision of creating a new figure
platform, key entrance point for role play. To reach the girls out there who probably would like to play with LEGO bricks if it meets their needs.”
While interviewing her, Rosario takes out two identical grey boxes of LEGO bricks.
“One contains LEGO City police station bricks and the other the LEGO Friends Sunshine ranch bricks,” she explains “If I ask what's the difference, perhaps you say
‘the colors or that one is a police theme and one is a horse theme' and you’d be right, but the amount of bricks in the box and the building complexity, the building
instructions is exactly the same.”
“In terms of shapes in the boxes – if you compare LEGO Friends to our other product lines sometimes up to 95% of the bricks in the box are the same shapes. It’s just
different colors and a different figure,” she reveals. “The building experience is the same – but it matters to kids how interested they are in the theme, the look and
the aesthetics. That's what it is about.”
There were a lot of reactions when LEGO Friends first launched in 2012. Both positive and negative. A lot based their opinions suggesting ‘it was too pink’ when in fact
only about 10% of bricks in the sets are pink.
“A lot of people reacted without having any hands-on experience with the product. Yes, the themes, minifigures may be different, it is colorful products but the LEGO
experience is the same,” Rosario says about this. “No one says that boys can’t play with LEGO Friends too. It is for everyone. It is the same bricks and you can mix as
much as you like between the different themes.”
One of the more discussed topics when it comes to LEGO Friends is why The LEGO Group has chosen to target girls in the first place.
“LEGO bricks are for everybody. We have our basic bricks; we have our classic lines that are more gender neutral. But we also have more themes targeting specific
groups. Star Wars, for instance, more targeted towards the boys. That doesn’t mean that some girls don’t want to buy Star Wars sets. And that is great,” Rosario says.
“But we also know that there are a lot of girls out there who are not interested in these types of LEGO sets. The new themes make those girls want to build and play
with LEGO bricks. Isn't that great?!”
“We want girls to buy Star Wars, LEGO City, Mindstorms, of course,” Rosario goes on to explain. “LEGO Friends is just another theme for those more interested in
that type of universe. Because there are all these different types of girls around the world that are interested in different things. They might not think a construction
toy is where they can find their play experience. But now they can.”
“And remember, you can combine LEGO Friends bricks with other LEGO themes. If you think of a family they usually have all their bricks mixed together in a big bin.
So your kids, no matter the gender, can sit on the floor and play with the same bricks,” Rosario says.