Changes to LEGO Friends for 2018

From the LEGO Friends Team in Billund:

Every year we strive to innovate and make our products even better for children all over the world. A lot of effort has gone into the development of the LEGO characters and universes across our entire product range, so it makes us very happy  when changes are noticed.
LEGO Friends in 2018 looks a bit different than what it has in the past. To be specific, the 5 main characters have a slightly different look but also the city and the citizens of Heartlake City have changed.
 
But what are the reasons for the change?
 
Firstly, we want to assure you that all 5 friends are still there in 2018.
Andrea, Mia, Emma, Stephanie and Olivia – they all still exist! Also the character’s main interests and personalities remain mainly unchanged.

 
What you will see in 2018 is an evolution of LEGO Friends, a progression of the story and characters to make sure children get an even greater play experience. Every year more than a million children and parents reach out to us and share what they love and what they would like to change. In the LEGO Friends range children told us that they would like even more differentiated characters and also suggested improvements to Heartlake City.
 
We always take great care to listen to input from children, and the LEGO Friends team has worked hard to make even more engaging and relevant experiences for children – and also make the LEGO Friends universe more true to the actual world children live in.
Taking a starting point in reality, we’ve made the characters more diverse in their appearance and have added more depth to their personality. And of course, they still live in Heartlake City. But just as the characters have changed, Heartlake City has become more differentiated and rich. There are different districts and there are other citizens that play a more active role in the story.
 
The changes we have made does not change the fact that previous and new LEGO Friends sets will cater for great building and play experience in 2018 and beyond, and we hope to inspire even more stories and play opportunities for children in the future.
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Statement issued via The LEGO Ambassador Network
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In addition to the changes for Andrea, Emma, Mia, and Olivia -- Daniel has changed & grown up a bit too:


29 comments:

Anonymous said...

It's great that Lego Group tries to make an evolution, but how can Olivia just change her skin colour? Or Mia her eye colour, and Emma, and Andrea? Other things are ok, but these are the problems for longtime fans. Anyway thanks for other informations - I luv learning new things about Friends world, and if they'll think up more facts, it'll be more fun for me (because I'm almost walking Lego Friends Encyclopedia now xD). Btw, does anyone know if Lego plans to make a new Character Encyclopedia book?
BL0NDwAvE

Anonymous said...

Btw how can "normal" people just contact Lego when have some ideas to make it better? Through the 5 years I had many ideas, which would I like to share, but I'd also need to know where to send it to worth it. Thanks!!!

Anonymous said...

Well, personally I'm all for diversifying the friends line. Everything was a bit too white before, I mean sure we still have a white majority but this is certainly a step in the right direction. I personally think Stephanie is still pretty ambiguous as far as her race goes, she's probably just American though. Andrea is African-American, Olivia is Hispanic, Emma is Asian & I think Mia is of Irish or Scottish decent.

Anonymous said...

I'm all for deepening and enriching the theme, and making it more diverse, but I still don't see why they're changing the Friends' appearances so much. Also, the new color schemes look so strange compared to the older ones... Do you think they will combine well?

Anonymous said...

Daniel doesn't look so great though. I think he's trying to be Martin.

Anonymous said...

I like the changes to Andrea, because while she looks more mature, her eye and skin color stayed the same. I understand that they want friends to be more diverse but couldn't they add more people to be official friends? i.e. a new girl in town? It makes sense that Mia would have green eyes but after 5 years????? But after all that most lines of dolls and stuff like that there is usually 4 white girls and 1 black and honestly I don't see why people are saying they won't buy friends anymore

Animalland9 said...

I am really sorry to Lego bu I much preferred the recent sets and I am quite upset that you are changing the style. Since I was small, I have fallen in love with Lego Friends. Now, I am using the Elves sets more but I still love the Friends sets. However, it is entirely their choice for the change. I will perhaps quite enjoy the new changes.

thweatted said...

I wish they had just added more characters instead of changing the main ones. While the new dolls' races and appearances are more distinctive, they are also more cliche, like the green-eyed redhead or the black girl with braids. I guess that last group of small sets and the 5-in-1 was Lego's way of saying this is the last time we'll be able to get the core characters in their original looks and outfits, sort of like a send off. I noticed that a couple other doll lines have done this sort of thing before revamping the product.

Anonymous said...

Why did you change the style of the friends? I really liked lego friends seires but now I can't buy any more! The changes to Olivia and the other girl's were strange! Daniel's face looks silly. I'm not going to like the Lego Friends, so you have lost one fan! For 5 years, I've collected the whole lego friends set but i'm really dissapointed and i'm also really, really sad!!!!!!!

magicmoon said...

I don't like the changes of the main characters, especially olivia. The new color theme is not as natural as before. I have collected friends sets for 5 years. Now Lego make me stay away from the new Friends line. Hate to say goodbye those mini features. But they're not Olivia , Emma, Mia , Stephanie and Andrea to me anymore.

carolyn said...

I love the new look. Glad to see new hair , clothes, face. people change as they age. I am so looking forward to the new sets. I change up on the hair and clothes as much as I can anyway. Who wants the same old look over and over if you already have it. Good job !!!

Anonymous said...

i like Andrea's old hair and all of the old faces

Anonymous said...

Why did they change Olivia’s skin color?! When r these sets going to be released?

Anonymous said...

This is interesting. I like that LEGO is not only a company that makes kid's toys, but is also trying to improve our world. By showing good, meaningful messages through your toys, you're communicating to the next generation of people what a fair world should look like.
Also, different kids of all around the world can now have even more fun playing with the Friends sets because they can connect to them.
On the other hand, I don't like how their smiles got bigger. Yes, you should be happier, but a few subtle smiles like Mia's would've been better. I also don't like how Andrea's hair got...sort of bigger. I thought the older version was already great!

Anonymous said...

Daniel (2018) is said from the description on Mia’s Treehouse set is Mia’s brother. Maybe the the Daniel from 2016 and 2018 are completely different ecxept the name...

legolover101 said...

I HATE the new lego friends changes! They are awful and make me want to gag! These are not the lego finds I know and love... or at least I used to love! I despise the changes! And I know lots of others do too!

legolover101 said...

I HATE the new lego friends changes! They are awful and make me want to gag! These are not the lego finds I know and love... or at least I used to love! I despise the changes! And I know lots of others do too!

Unknown said...

The new Lego friends suck! There faces are creepy, weird, and distracting as well as the changes in their hair, skin color, and appearance. The old ones were so much better. I will never buy the new Lego friends sets. My favorite characters have turned into other people altogether, and I feel I don't even know them anymore.

Anonymous said...

I really dislike the art style of the new illustrations. I’m very pro-diversity and think it’s great to give children the chance to play with toys that reflect themselves BUT I think it was really bizarre to change Olivia’s skin tone. What about the kids who identified with her original look? I’m not sure why they didn’t just introduce a new character? The changes to the other characters isn’t too drastic, especially with the mini dolls but Olivia’s is very dramatic.

And again, the new illustrations are terrible. They looked so much prettier in the older artwork. The new illustrations look a lot more juvenile—like they are in middle school or elementary school rather than in high school like in the original drawings. If they look so juvenile, how can they still drive and go on crazy adventures?

Anonymous said...

Hi Lego! Didn't you said that you take good care of the input from the children?! Becouse it lokks like you're not playing attention to the childrens in this comment section and on other websites becouse PEOPLE ARE HATES THE NEW LOOK OF THE FRIENDS especial Olivia's new look (I have to agre with them :( )
But now seriusly the 90% of the kids are not happy with tis new design didn't you think that you should do somethinh about this? For example you can add a new character with a new skin color insted of changing Olivia's!! Or that would be too hard for you??!

Anonymous said...

New sets are awful, I bought several for my daughter and we returned them all to store to get older sets. I'm not sure what they were smoking when they decided to make Olivia black.

Anonymous said...

This upsets me. I like the idea of more diverse people, but you can;t change the main friends. I have loved LEGO Friends since the very beginning. Now it has completely changed......

kid with hope said...

I hate the changes to and I,m not going to rest till they are changed back I wrote a letter to lego if we all write a letter we mite be able to change them back.

Anonymous said...

i don't want to be a downer, but why did you have to change them. I liked the old Lego characters, do they really have to change them? Why!?

Anonymous said...

I've been a fan of Lego Friends since 2013, and to be honest, I hate the new minidolls. Seriously Lego, how can you expect us to just accept the fact that Emma and Olivia have changed races?! And it's not just the minidolls, I also really dislike the new sets. I'm sorry Lego, but I don't think I'll ever buy another Friends set. :(

Anonymous said...

Ich mag die neuen Figuren nicht besonders aber ein Paar wie Andrea haben sich wirklich gut verändert.Zum Beispiel die Augen von Emma sind jetzt viel zu unnatürlich. Genauso wie die aufgedruckte Brille von Olivia, dass sieht einfach bescheuert aus. Und wegen den verschiedenen Hautfarben kann man die Outfits der Figuren viel schlechter wechseln. Und das habe ich wirklich immer gerne gemacht. Aber ich finde es Sehr schade dass kleine Details jetzt nur noch mit Aufklebern in den Sets sind es wäre viel schöner wenn es wirklich solche kleinen Lego Teile gäbe die WIRKLICH in Schränken oder an der Wand eines Hauses stehen. Es ist ja toll wenn die Sets so detailliert sind,aber wenn dann bitte richtig!!!

Anonymous said...

Auch Mia guckt ein bisschen komisch. Und alle Figuren die offene Münder haben sehen meist komisch aus. Oder Tiere mit rausgestreckten Zungen, was soll das denn?! Sieht einfach nur doof aus und nervt beim spielen!!!!

Anonymous said...

Ey Sorry dass ich immer motze denn diese Seite hier ist echt SUPER!!!

Anonymous said...

As a fairly recent AFOL, I was aware of Friends sets only from end 2016 and thought there was much to like on the whole. However I find myself not drawn to the style of latest offerings; Sets are more angular, lacking the charm of before - as though Lego have a new team of Friends designers. For example, Cupcake Cafe and Art Cafe. The latter does not appeal to me, though newcomers might like it.
I much prefer the idea of family ie a house with parents and perhaps a sibling, but nothing this year. Instead, a residence for 5 friends and again, a vehicle to fit 5 friends.

As for the figures, it seems to me that one of them, Andrea, now looks almost like the parent of the former Andrea figure. I don't mind the glasses on Olivia, but dislike the new hair.
I don't think change is bad. Why the need for lipsticked mouths though? Always thought Lego was different, clean with better values, not running with the pack... But things change..
- WK

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