Lego targets the girls market

Friends range features five mini figure dolls, new coloured bricks, animals and accessories.
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The Lego Friends line was developed following years of research in order to provide girls a Lego experience in an appealing and relevant way.

The brand offers role-play and girls themes and combines this with the Lego building experience, allowing girls to imagine, build and create.

Heartlake City is the bright and colourful world that forms the backdrop to the Lego Friends range. There is a variety of sets, the first of which includes a tree house, a café, a beauty salon, a veterinary clinic , a house, a car and more. Many sets also include animals.

Lego has planned a large marketing investment to launch the new collection, and hopes to become leader in girl’s construction through owning a bigger share of the key five to eight year-old market. The campaign will include multiple TVCs as well as a mini movie featuring characters from the Friends range.

The launch will be supported with a dedicated microsite, featuring Heartlake City, all the settings and the world that the central characters live in. The site will allow visitors to explore the Friends line on a different platform, interact with the characters and download additional material to enrich the game play experience.

Packaging for the new range of toys will feature the colour purple, which has proved popular with the target age group. Designs on the packaging will include stitches and patterns to create the look and feel of a handbag, along with curves and swooshes to increase emotional appeal.

Drew Bazer, spokesperson from Lego said: "Lego has led the way in the boys’ toy market for decades, so we are thrilled to be able to use our expertise to reinvigorate the girl’s toy category.

"With Lego Friends, girls can continue to enjoy building and creative play, whilst exploring the theme of friendship and role-play that the new range will provide."

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