Introducing LEGO Friends 2023!

Looks like someone called it on the other post, the Original Five redesigned plus three boys (well, I think they're boys). Interesting to see Friends becoming more gender-balanced, and I have high hopes for the new direction they seem to be going.

Lovely stuff - that little Diner and Autumn’s House are really nice. More diversity and more minifig compatible hairstyles! Good things all around.

I'll admit, I'm gonna miss the original 5 LEGO Friends, but just like real people they've grown so much in the past decade.

I'll be looking forward to this new group of friends, especially with a character who shares the same name as me.

Autumn's House looks cute. I might consider buying it for displaying at home :)

Autumn’s House looks good. I don’t care what the dolls are called as they just go in the bin.

NEW HAIRS!!!

Yeah, Friends has been overdue for a refresher, but they could have done it without the marketing malarkey. It sounds slightly preposterous as if they couldn't see themselves how stale and stereotyped the series had become. The sets look okay, but I'll wait for more info to make up my mind.

I was hoping that they would take a more gender neutral approach as promised more generally for the company in a press release a while ago. I wish they could have taken note from the Dots model which I think is a good approach for all themes for gender neutral styling and marketing, but I guess Lego still needs to sell and we just aren't there yet as a world.

"...anxiety, vitiligo, and a dog with a wheelchair."
That phrase made me burst out laughing and if that makes me a bad person I'm OK with it

Given I live near a school, I find the fact one in ten children don't care about everyone being treated equally slightly worrying, but perhaps seeing it in Lego will help them come round to a more reasonable way of thinking!

The dog rescue centre is somewhere I'd like to go.

Okay, so Autumn’s ‘mom’ is totally Mia right? They just did a timeskip. I like that decision, keeps the world together but makes room for a lot of innovations too. I look forward to seeing what Ninjago’s going to offer next year, as the show and rumors seem to be hinting towards a soft reboot for that theme as well.

As I'm not a Friends collector I'm pretty neutral on this, and I will say the new sets look pretty good. An International School is a cool idea.
But I really don't understand what was wrong with the original Friends characters?? Neither myself nor any other Lego fan I would think has a problem with adding new characters (including showing different cultures and so forth), but why couldn't Lego have just kept the original Friends and had them meet all these new friends?
It's a strange thing thesedays that often people need to cancel an original character or idea in order to bring in something new, when the logical thing to do would be just have both.
I'm also curious how some of these characters are going to be represented, especially without just resorting to stereotypes. How do you show a minifigure has Downs syndrone or anxiety for example? I'm not at all saying its bad including these characters, just interested to see how its done.

I'm wondering if these are meant to be the kids of the past characters? Autumn's mother in the doorway of the house looks a lot like an adult Mia - red hair, green eyes, orange/blue colour scheme (and the lime green of the house), and most importantly the lightning bolt necklace, which was Mia's symbol.
Could explain some of the similarities in appearance (especially in the girls) to the past 5 main girls.

What a beautiful future!

There's a real tragedy afoot when advancements like this get laughed at. Sure, we can cynically dismiss it as just another massive corporation trying to bolster their public image, but to a few people, these minor movements forwards are a glimmer of hope in a world that is often stuck in the past, and in too many supposedly 'advanced' countries, even regressing.

If you've never experienced the reduced privilege that goes along with being part of a minority, it's possibly lost on you, but the push for equality lifts us all.

Ignore the naysayers, LEGO, and keep on representing.

More character diversity is a good thing, and honestly the sets don't look too bad either, and still have the same Friends theme flair. I particularly like the design for Autumn's House. Glad to see they're still going strong with the theme.

Edit: Just realized one of the characters is missing a hand. That's something we generally haven't seen in figs before.

Love the new logo, love when properties try to reinvent themselves without just rehashes,

but I'm especially excited that this means 2023 leaks must be right around the corner!!!

Nice sets.

I much prefer the new colour scheme, as someone who has no love for purple it's nice to see that garish colour toned down a bit.

Never bought a Friends-set but always reading the reviews, pics from the sets, ... Imo the dolls' faces just look way better than before!
More diversity, i love the disabled dog and the guitar playing girl. I think Friends is going in a good direction!

@Agent00Z said: "I'll admit, I'm gonna miss the original 5 LEGO Friends, but just like real people they've grown so much in the past decade."

They couldn't stay in high school forever.

@Lira3436 said: "Little bit disappointed that LGBT wasn't in that list (unless it was and/or has been done in Friends before then feel free to correct me), but everything else mentioned in the list is still more than a good enough start I suppose."

That's one of those things that isn't readily apparent just from physical appearance (we can't really tell anything from the images of 8 minidolls), so I'd be surprised if there wasn't something in that area, when the story-details are made clear.

@Lira3436 said:
"Little bit disappointed that LGBT wasn't in that list (unless it was and/or has been done in Friends before then feel free to correct me), but everything else mentioned in the list is still more than a good enough start I suppose."

There is male and male pair in the Friends street set

When I was a kid, so many ambitious, caring little girls wanted to be veterinarians. I think the dog center will do well.

Yet, I currently live in an area where many dogs receive far better and more expensive health care than half of the humans. Thus, I find the set personally off-putting.

@xccj said:
"Edit: Just realized one of the characters is missing a hand. That's something we generally haven't seen in figs before."

Generally yes. But - on the other hand - Captain Red Beard has been missing his hand and leg since 1989. And eye.

I'd be very interested in seeing the surveys and the detailed results. Can toys be overly representative? Dunno.
In my experience, kids seem to deal with most of the issues being addressed by interacting in real life, rather than through their toys. But then it might depend on the age groups.

Looking at the actual set pictures, though, it seems there is still an over-reliance on pale/pastel colours. Very poor representation of the Lego colour palette.

That's a huge sandwich !

TLG continue to show that they have lost their way by further indulging in the culture wars. You have to be extremely gullible to believe that those survey results accurately represent the broad spectrum of opinions on issues like diversity and inclusion. No child ever said that they didn't feel represented by a yellow-headed minifigure. A part of immersing yourself in Lego is the ability to be whoever you want to be whether it's a pirate, a doctor, a knight or an astronaut. Shame on TLG.

I'm liking the vet having blue gloves, nice detail there. And they're killing it with the diner's signage, as has become the norm.

@Binnekamp: There are only five sets, that's not even a full wave. I think it's safe to say that there'll be cheaper sets.

Normally things like diversity and such are thrown around by huge companies as buzzwords, but I’m actually a bit optimistic about this.

Having new characters to build stories with while playing is always nice, and this could be a good way to introduce kids to certain topics. It all will come down to the writing. They need to nail that part.

@augen said:
"TLG continue to show that they have lost their way by further indulging in the culture wars. You have to be extremely gullible to believe that those survey results accurately represent the broad spectrum of opinions on issues like diversity and inclusion. No child ever said that they didn't feel represented by a yellow-headed minifigure. A part of immersing yourself in Lego is the ability to be whoever you want to be whether it's a pirate, a doctor, a knight or an astronaut. Shame on TLG."

To you, it is just diversity. To the children who see themselves reflected in that diversity, it is inclusivity.

Are all surveys with results you dislike just hoaxes? Lego is indicating that they did actual market research and you're just sitting here saying "no, wrong." Bizarre.

The wanted poster for the cat is hilarious. It must be a cat burglar.

@augen said:
"No child ever said that they didn't feel represented by a yellow-headed minifigure."

... except for the number of Brickset commenters who have written that they, as children, do/did not feel represented by yellow minifigures. I was somewhat surprised to read those comments, given what the yellow is "supposed" to represent, but their very existence shows the importance of actual representation. Kudos to LEGO for recognizing that.

@CCC said:
"I also find the questions asked in their surveys rather leading, to get the answers they want or can spin marketing from.

"Moreover, children themselves are asking for a fairer, more equitable world with 9 out of 10 (91%) saying they care about everyone being treated equally."

Would those 9 out of 10 children change their minds if once their parents had paid for a LEGO set, the cashier took it away from them and said it was going to a less fortunate child or a child in a developing country instead. And this happened every time they went to buy a LEGO set, because if you have one set then you are already more privileged than most."

There are something like half a trillion LEGO bricks in existence, plenty for everyone who wanted some. Proponents of equity and equality aren’t asking for kids from more privileged families and parts of the world to have their LEGOs taken from them anyway. What a silly strawman.

@augen said:
"TLG continue to show that they have lost their way by further indulging in the culture wars. You have to be extremely gullible to believe that those survey results accurately represent the broad spectrum of opinions on issues like diversity and inclusion. No child ever said that they didn't feel represented by a yellow-headed minifigure. A part of immersing yourself in Lego is the ability to be whoever you want to be whether it's a pirate, a doctor, a knight or an astronaut. Shame on TLG."

Shame on you for telling people how to think and play with their toys.

I'm guessing the neurodivergence representation is likely to be more pronounced in supplemental media - cartoons, comics, books, etc. than in the actual sets themselves, since it's a bit tricky to display those characteristics in toy form.

Anyhow, quite positive - if Lego is enjoyed around the world, I see no reason why it's characters shouldn't reflect that.

@augen said:
"TLG continue to show that they have lost their way by further indulging in the culture wars. You have to be extremely gullible to believe that those survey results accurately represent the broad spectrum of opinions on issues like diversity and inclusion. No child ever said that they didn't feel represented by a yellow-headed minifigure. A part of immersing yourself in Lego is the ability to be whoever you want to be whether it's a pirate, a doctor, a knight or an astronaut. Shame on TLG."

I would like to see your survey results and stats that refute theirs.

Ok, I'll start off by saying that I love the idea! I think that it's about time to go from the 5 white main characters and 1 person of color to far better representation. This is definitely a good thing. Also, I love the dog with the wheelchair that is the sweetest thing.
However, they still missed out on something. Everyone still lives a upper-middle to upper-class life full of fun parties, huge houses, and private schools. If they truly wanted to represent everyone they should have introduced some lower class families. Most kids don't have the privileged lives that these characters have and I think it negates the relatability of the sets.
I've always thought this with the friends line when I was a kid. It always felt like the characters were rich, shallow, and had way too much money.
However, I can understand why a positive brand like LEGO why avoid representing this in their sets. They create, in a sense, fantasy scenarios to take kids out of the real world.

Whilst not a friends collector I love this direction towards more inclusion.

@Reventon said:
"Autumn’s House looks good. I don’t care what the dolls are called as they just go in the bin."

I mean you could just give them to someone who would appreciate and play with them instead, like a friends kids or neighbour or something rather than throwing them in a landfill.

@augen said:
"TLG continue to show that they have lost their way by further indulging in the culture wars. You have to be extremely gullible to believe that those survey results accurately represent the broad spectrum of opinions on issues like diversity and inclusion. No child ever said that they didn't feel represented by a yellow-headed minifigure. A part of immersing yourself in Lego is the ability to be whoever you want to be whether it's a pirate, a doctor, a knight or an astronaut. Shame on TLG."

I think there's a mixup here I'd like to correct: diversity, equity, and inclusion initiatives have a history dating back more than fifty years, and are now commonplace in corporate culture globally. It's the rejection of inclusion and representation, like in your comment, that is indulging in the culture wars. Hope this helps!

@augen said:
"TLG continue to show that they have lost their way by further indulging in the culture wars. You have to be extremely gullible to believe that those survey results accurately represent the broad spectrum of opinions on issues like diversity and inclusion."

Marketing research isn't done to please any part of the population, as you might think, but to see how a company can get a bigger share of the market. If the results overlap with a company's (social) values, that's great for them obviously, and those numbers will go in the press release. There's absolutely no reason for LEGO to manipulate their own research and spend resources on products nobody wants. I'm not sure what toy figurines have anything to do with this highly-polarizing concept of a 'culture war'. They simply represent the diversity of a complex society and it helps children deal with the world around them. I don't see how you can possibly be against toy figures representing actual people.

@augen said:
"No child ever said that they didn't feel represented by a yellow-headed minifigure. A part of immersing yourself in Lego is the ability to be whoever you want to be whether it's a pirate, a doctor, a knight or an astronaut. Shame on TLG."

It helps kid sto immerse themselves in a toy if a figure looks more like they do. I honestly always thought minifigures were supposed to represent white people. This was emphasized in the late 90s and early 2000s when LEGO started producing minifigs with dark skin tones -- with the yellow ones clearly representing white people. Just look at Star Wars set 10123 from 2003 as an example.

I recently saw a video in which a young black girl responds to the latest Ariel The Mermaid incarnation, joyously saying: "She looks like me!" So, if you don't trust big companies telling you that inclusion is important to kids, let the kids themselves tell you. Especially those who have been traditionally unrepresented.

@JDJohnson said:
"Ok, I'll start off by saying that I love the idea! I think that it's about time to go from the 5 white main characters and 1 person of color to far better representation. This is definitely a good thing. Also, I love the dog with the wheelchair that is the sweetest thing."

Among the original Friends characters, there was one black girl, one Latina, one Asian, and two white girls, so the line was already fairly well-balanced in terms of ethnicity.

@JDJohnson said:
"However, they still missed out on something. Everyone still lives a upper-middle to upper-class life full of fun parties, huge houses, and private schools. If they truly wanted to represent everyone they should have introduced some lower class families. Most kids don't have the privileged lives that these characters have and I think it negates the relatability of the sets."

Well, I didn't live in a castle either, but I thought it was great I could immerse myself in the experience through my LEGO castles and Castle Grayskull. Although, in all fairness, He-Man's castle was, comparatively, only the size of a 2-bedroom apartment. It just has a drawbridge instead on a door. Anyway, action figures or minifigs are avatars for kids to imagine themselves in all kinds of situations, like living in a house they can never afford. The ultimate fantasy. :-)

@MainBricker said:
"Was there anything about toys being fun in that Press Release?

Very sceptical over surveys which are likely to be very leading "Do you think toys should talk about mental health" "Yes or No" etc.

Not sure how Lego or the Friends theme is displaying the mental health theme.

Also interesting that if Lego just had basic minifigures with the basic eyes and smile everyone would feel represented, it's why a basic stickman is more representative than a detailed image.

No wonder many toy manufacturers focus on anthropomorphic characters instead as you can avoid all of this."

Whenever we have a news story about a set that has some degree of representation & diversity, we can be sure you'll be in the comments struggling to find reasons to dislike the approach.

At least you're consistent. Keep being you.

@CCC said:
"I also find the questions asked in their surveys rather leading, to get the answers they want or can spin marketing from.

"Moreover, children themselves are asking for a fairer, more equitable world with 9 out of 10 (91%) saying they care about everyone being treated equally."

Would those 9 out of 10 children change their minds if once their parents had paid for a LEGO set, the cashier took it away from them and said it was going to a less fortunate child or a child in a developing country instead. And this happened every time they went to buy a LEGO set, because if you have one set then you are already more privileged than most."

Seriously this pitch from Lego…I would pay money to see that survey. At this point we are, identity politics are well into dominating Lego, as much as with Hollywood and the comic book industry, just to name two.

The yellow minifig concept is the most inclusive and opened identity concept for a multitude of worldwide individuals, from all races all nations and all creeds and all varieties of the beautiful human race.

Just my 2 cents…the undeniable truth about identity politics is so simple: there will never be ‘everyone is happy’ down that road - just never-ending ‘but what about he or she or this or that or these or them…’

Just try to read through this whole thread if you don’t believe me. Look at what most are talking about. If I just read it not knowing what this thread is about, I’d swear it’s part of a University social studies class debate & discussion.

Oh and by the way, I actually change all my modern Lego sets minifig heads for the generic yellow head.