In 2011, 90% of Lego’s consumers were boys according to NPR, based off a study straight from Lego. Cue the creation of the Lego Friends line. With five charming Lego girls who utilize creative outlets like a design studio, an inventor’s workshop, and a fashion boutique (while flying airplanes, doing karate, and riding horses in their spare time), sales quickly doubled with this colorful and adventurous girl-centric line. According to the Wall Street Journal this year, Lego Friends is now one of Lego’s top 5 lines sold, right up there with Star Wars.
Now, Legoland California has just opened the exciting new Lego Friends Heartlake City. Join Andrea and her Friends as they sing and perform on-stage, go horseback riding at Mia’s Riding Camp on an adorable carousel, eat a fresh warm crepe from the City Park Creperie, splash in the colorful Heartlake Fountain, and explore the hot air balloon inside of the Heartlake City Boutique.
I took my daughter for opening day of this new section of Legoland California, as she is an avid Lego Friends fan. She picked a small white foal with a pink saddle on the 60-horse carousel, met the vibrant characters after the performance at Andrea’s Dance Pad, enjoyed a delicious sweet crepe while watching kids frolic in the fountain and especially loved finding the small Lego bunny and puppy dog.
If you have a young lady who loves Lego Friends, a visit to the new multicolored section of Legoland California will delight her. As an avid Lego fan my entire life, I played with space and adventure Legos as a young girl. I passed on my love of those colorful and creative plastic blocks to my two children, where our home is filled to the limits with all genres of Lego. It is a joy to see Lego seeking to engage even more of the female audience.
Be prepared that this section of Legoland is not huge currently, however it is a start at cultivating a larger feminine base. “We want to broaden the assortment that is particularly relevant to girls, because we can see that demand is very high,” Chief Executive Jørgen Vig Knudstorp, mentioning how they are now adding a Lego Elves line aimed at girls this year. Let’s foster our daughters’ imaginations, support the idealistic concept of ‘create the impossible’ with their hands, minds, and hearts, and most of all, play on.