LEGO launches fan-designed LEGO Friends set
Competition winner Sienna will see her Heartlake Playground design on sale at Toys R Us
Creative eight-year-old Sienna from London has become the first child to create a concept for a LEGO Friends set and help the LEGO designers to evolve it as a final product.
The LEGO Group recently ran a global competition giving children the chance to create a concept design for the LEGO Friends range. Children were asked to set their imaginations free and design a new building set for Heartlake City, the fictional home of the five LEGO Friends. There were more than 28,000 entries from all over the world including over 3,000 from the UK. The LEGO Friends team had a difficult task in selecting the ten finalists, which was then whittled down to the winner by the judging panel.
Sienna’s Heartlake Playground was declared the winner and she and her family are heading to the LEGO Group headquarters in Billund, Denmark, to engage with the design team who will turn the idea into a reality. Sienna’s design dream will come true when she sees her Heartlake Playground set hit the shelves of Toys R Us, LEGO retail stores and LEGOLAND stores in September.
Rebecca Snell, Head of Marketing at LEGO UK and Ireland, said: “It has been inspiring to see so many children participate and use their imagination to come up with such fun and relevant ideas for a LEGO Friends set. We are delighted for Sienna, her Playground theme is the perfect addition to Heartlake City, after all, every city should have a playground.”