LEGO Friends theme celebrates 10-year anniversary

It is the 10th anniversary since the foundation of The LEGO FriendsLEGO made a commemorative set for the anniversary theme. To commemorate the theme, LEGO has created a special anniversary set. Friendship Tree House (41703).Hidden treasures are a range of items that you can find in the set. It acknowledges that the theme has been influenced by references to the past ten years.

LEGO® Friends celebrates its 10-years of building friendships and future creators

Billund, Denmark, 1 January, 2022: The LEGO Group invites fans to celebrate a decade of LEGO® Friends as we take a nostalgic look back at some of the theme’s unforgettable milestones. To mark the 10th anniversary, the LEGO Group is releasing an exclusive new celebratory set – the Friendship Treehouse (41703) – alongside seven other new sets on January 1st to add to the popular Friends franchise.

Since 2012, the LEGO Friends universe has taken children on many exciting adventures. The LEGO Friends universe allows children to discover the benefits of friendship by creating realistic worlds that spark creativity.

‘LEGO Friends is one of our most beloved franchises and is a culmination of four intense years of anthropological research,’Rosario Costa was the LEGO Group’s Design Director. The LEGO Group’s intensive research involved thousands of girls and their families around the world. This research validated the importance of realistic accessories, animal nurturing, friendship, interior building and more opportunities for role-play. From the very beginning the focus was to build a solid foundation for a healthy, long-term sustainable business that would help invite more children into LEGO play and I’m incredibly proud to say that we have successfully accomplished this.

LEGO Friends’ success has been built on innovation and the evolution of the theme. The theme has not lost its relevance in the last ten years. The theme’s original purpose was to promote creativity, role-playing and character development. It also reflects the core LEGO building principles. A new breed of characters was born from this theme. ‘the mini-doll’LEGO Minifigures are designed to be the exact same size, but more realistic and detailed than LEGO minifigures. ‘Not only is the celebration of LEGO Friends 10-year anniversary a great achievement, it’s also extremely exciting to celebrate the anniversary of the mini-doll, recognizing it as a brand icon for the LEGO Group’, Creative Lead, Design Director, Fenella Blaize Charity, LEGO Group.

Friends expanded to include animated TV series (Friends of Heartlake City and Friends and The Power of Friendship & Friends Girls on Mission), video and books as well as LEGOLAND and LEGOLAND attractions.

Heartlake City

Since ten years, the LEGO Friends story centers on five characters in Heartlake City. Each one of the friends – Olivia, Mia, Andrea, Stephanie and Emma have distinct qualities and interests, with the building sets designed to immerse children into different parts of town where the friends’ adventures take place – downtown, suburbs, beach, nature, camping grounds and mountains, to name a few.

Fenella Blaize Charity explains “to represent Heartlake City as a modern city that resonates with children, we’ve worked hard to evolve the stories to reflect everyday life as kids see it today. The new 10th Anniversary set is a testimony to how Heartlake City has modernised over the last ten years. And we’re taking very deliberate steps to ensure the Friends universe continues to better cater for the growing diverse audience of LEGO Friends. With our 2022 product line-up we have the most diverse character lineup we have ever had – including lots of amazing new supporting characters. The colour palette and tone of voice has also evolved to represent the modern world – with new exciting architecture and details. I really hope our fans are as excited about the innovation as we are”.

Friends 10th Anniversary Sets

LEGO Group celebrates its 10-year anniversary by unveiling eight LEGO Friends sets. This includes the LEGO Friends Friendship Tree House, which is the hero of the LEGO Friends series. It is packed with surprises and delights sure to amaze and delight. It provides children an opportunity to have fun and create friendship stories through roleplay that will encourage them to explore how they can work together.

It’s a great way to bring back the past and provide some entertainment. There are also some vintage Heartlake City treasures. A digital guide can make construction easier. Available in the LEGO Building Instructions app, it lets children visualize their nature set as they build, allowing children to transport to Heartlake City where they’ll find that the best times are spent with friends.

The eight sets are available worldwide starting January 1, 2022.
Pet Clinic (41695) – $19.99
Turtle Protection Vehicle (41697) – $9.99
Beach Glamping (41700) – $39.99
Street Food Market (41701) – $49.99
Canal Houseboat (41702) – $79.99
Friendship Tree House (41703). – $79.99
Main Street Building (41704). – $149.99
Tree-Planting Machine (41707 – $29.99

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LEGO Friends theme celebrates 10-year anniversary

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