LEGO Introduces ‘Friends’ Product Line Focused on Diversity and Inclusivity

Last week, The LEGO Group said it plans to relaunch the LEGO Friends product to focus on diversity and inclusivity at an invitation-only media event in New York City.

New building sets and streamable content will bring an “inclusive world of “authentic, interesting and passionate characters” with complexities like anxiety, limb difference, Down Syndrome, and other forms of visible and non-visible representation to better reflect real kids’ life experiences through play,” according to Fox Business and LEGOS.

The rebranded line will include eight new characters including three new skin tones.

A diverse, five-person panel, including the company’s Creative Lead and Executive Producer, delivered the news of the rebrand. “It’s really important to us that children feel seen. It was really important for us that our characters are flawed,” Courtney Arumugam said. She also added, “Our [new] characters have varied personalities, and that makes it relatable for kids. It’s been incredible to see kids already relating to these characters.”

LEGO has been working on creating “LEGO play” for everyone and in 2021 unveiled a rainbow-colored LGBTQ set titled “Everyone is Awesome!” The rebranded LEGO Friends line is the company’s latest endeavor in making sure its toys cater to everyone.