LEGO Friends introduces new inclusive and diverse characters
By Georgia Weir|
After a survey of children found that three in four kids feel that toys don't always represent them, LEGO has announced the expansion of their Friends universe to add more inclusive characters.
As a kid-centric toy, LEGO has taken a kid-centric focus on their new collections, including the thoughts and input of children at every stage of production.
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Additions to the new LEGO Friends universe include characters with multiple skin tones, cultures, physical and non-visible disabilities, and neurodiversity. The new sets will be available to purchase early next year.
Moreover, the new toy sets and the accompanying television program will feature characters with limb difference, Downs Syndrome, anxiety, vitiligo, and a dog with a wheelchair.
LEGO have said that the new friends also explore and work to overcome modern challenges that they face, passions, obstacles, and differences, all while trying to create friendships.
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"At the LEGO Group, we understand that children want the characters they encounter to be more like the diverse personalities they meet in real life," said Tracie Chiarella, Head of Product at LEGO Group.
Introducing:
ALIYA : Aliya read her first chapter book when she was only five-years-old. The only thing bigger than Aliya's brain is her sweet and gentle heart. But as kind as she is to her friends and family, Aliya is sometimes tough on herself; as the child of two successful parents, she feels the pressure of high expectations. Aliya is seen as a leader among her peers, but she is also a perfectionist. Sometimes her friends can talk her down and convince her to take a breather and let others help her, and other times... she crashes hard.
AUTUMN: Despite being born with a limb difference, Autumn never met a challenge she didn't want to take on. She loves the outdoors and lives on a ranch, and is devoted to animals as well as protecting the planet. Because Autumn spends so much time with animals, she can get a little annoyed with the drama of people, and needs alone time to decompress - something her best friend, Aliya, understands.
LEO: Leo is the new kid in town, and is passionate about cooking and eating - he grew up in the kitchen by his grandma's side. As the oldest sibling, Leo is familiar with caring for people and diffusing arguments, but when it comes to his peers, he is anxious to avoid confrontation in order to keep up the good vibes of the group, even at his own expense.
ZAC: Zac was destined for the spotlight. He's smart, he's cute, he's athletic, he's funny, a great dancer and even a decent singer during karaoke nights! He's talented at martial arts, has won a couple motocross races, the list goes on and on and on. With so much success, you'd think a guy like Zac might be a little bit of a showoff...and you'd be right!?
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LIANN: Anyone who says Liann is disorganised just doesn't understand her organisation style! Liann is one of the few people who can match Autumn's boundless energy จC and you can usually find her at the skatepark. The only time she slows down is when she is hyper-focused on a drawing. Because she's easily distracted and zones out as soon as she gets bored, she can get herself into trouble, and her impulsive streak sometimes causes problems for not just her, but her friends too.?
PAISLEY: It's not that Paisley doesn't have a lot on her mind...it's more that she doesn't even know how to begin to express herself! Big crowds and noisy rooms have always made Paisley feel anxious. Despite being a lady of few words, Paisley has many talents, including a beautiful voice and she is a classically trained multi-instrumentalist.
NOVA: Online, Nova is super popular. Her streaming channel has over 500,000 followers, her online handle in the gaming community is well-known, and she gets tons of likes and comments on pretty much everything she posts. In real life, well...Nova is a bit of a loner.
OLLY: Whether it's setting up the Heartlake High fashion show, organising a bake sale or video editing a clip, Olly is always the hardest working person in the room. His charm and charisma matched with his gorgeous outfits make him a memorable person, and he often has an influence on the biggest and best events. Growing up in a working-class family, Olly was not able to afford designer brands or private classes, but there is nothing in the world that can stop him when he sets his mind to something.
The new additions to the LEGO Friends line-up comes after the toy company conducted its own research with parents and kids alike.
The research revealed 97 per cent of parents believe it is important to discuss the unique individualities between us all. Similarly, 80 per cent of children said they would like there to be more toys with characters who look like them.
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LEGO joins classic children's brands such as Barbie and Crayola by expanding their products to be diverse and inclusive.
Earlier this year, Barbie announced their 2022 Fashionista line would be including more diversity and inclusive characters. The line includes a doll with a prosthetic leg, a Ken doll with vitiligo, and a range of dolls with a variety of body types.
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