LEGO crowns winner for Global LEGO Friends competition

Eight-year-old Sienna has been crowned the winner in the Global LEGO Friends competition, marking the first time a child has created a concept for a LEGO Friends set.

Children were asked to design a new building set for Heartlake City, which attracted more than 28,000 entries from all over the world and 3,000 from the UK.

The LEGO Friends team had to select ten finalists, which saw Sienna’s Heartlake Playground declared as the winner.

“It has been inspiring to see so many children participate and use their imagination to come up with such fun and relevant ideas for a LEGO Friends set,” said Rebecca Snell at LEGO UK.

“We are delighted for Sienna, her Playground theme is the perfect addition to Heartlake City, after all, every city should have a playground.”

Following the announcement, Sienna and her family are heading to LEGO Group HQ in Denmark, where she will work with the design team who will turn her idea into a reality.

The Heartlake Playground set will hit the shelves in Toys R Us, LEGO retail stores and LEGOLAND stores in September.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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