The 10th anniversary of the founding of the LEGO Friends LEGO has created a special anniversary set to commemorate the theme. The Friendship Tree House (41703)Hidden treasures include a variety of items that can be found in the set. This acknowledges the use of references from the past decade to the theme.
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.
The LEGO Friends universe has been taking children on many adventures since 2012 when it was launched. Children can discover the value of friendship through realistic play worlds and spark their creative curiosity.
‘LEGO Friends is one of our most beloved franchises and is a culmination of four intense years of anthropological research,’Rosario Costa, Design Director at the LEGO Group, said. The LEGO Group’s intensive research involved thousands of girls and their families around the world. It validated the need for more realistic accessories and animal nurturing, friendship and interior building, and also a desire to have more role-play opportunities. 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. This is why it has remained relevant for over a decade. The original goal of the theme was to provide realistic role-playing, creativity, and a detailed, character-based world that reflects core LEGO building values. This theme brought forth a new kind of character. ‘the mini-doll’The LEGO Minifigure was designed in the same scale, but is more detailed and realistic than the LEGO minifigure. ‘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 was expanded to include animated television series (Friends of Heartlake City and Friends, The Power of Friendship & Friends: Girls on Mission), books, video and video games as well as LEGOLAND and LEGOLAND attraction attractions.
The LEGO Friends story has been centered on five main characters from Heartlake City for ten years. 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 is celebrating its 10th Anniversary by introducing eight new LEGO Friends sets, including the main hero LEGO Friends Friendship Tree House. This set is full of surprises and delights that will amaze and delight fans. The set provides children with a fun building experience and roleplaying friendship stories that help them explore the possibilities of working together as a team.
The anniversary Friendship Tree House is a fun way to take fans back in time and add a bit more entertainment. It also contains some retro Heartlake City treasures. You can even make the construction more enjoyable with a digital guide. 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.
These eight sets will be released worldwide on 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 Vehicle (41707) – $29.99