Over a decade on from the launch of LEGO ® Friends, the LEGO Group has embarked on an exciting venture to revitalize the Friends Universe. LEGO® Friends ‘Heartlake Friendship Zone introduces an array of new and diverse characters that aim to foster a more inclusive play experience that represents and resonates with all children in a kid-safe environment. This latest generation of characters has been thoughtfully crafted to honour and celebrate the essence of individuals and diverse friendships in today's dynamic world.

Young explorers can navigate their way through this enchanting landscape, engaging with fellow adventurers through a spectrum of emojis and pre-set dialogues, fostering camaraderie and shared delight. The adventure continues to unfold as quests beckon and captivating mini-games offer moments of pure joy and excitement.

Thinking of how the emerging new generation is graciously cultivating friendships and interactions that go beyond regular playgrounds. In the digital landscape, meaningful friendships are taking root and flourishing as well. Gameloft for brands, a renowned leader in crafting gamified experiences, in collaboration with the iconic LEGO Group and their esteemed Media Agency of record, Initiative Junior, launched LEGO Friends Heartlake Friendship Zone, a fun, interactive and fully immersive realm available for free on mobile and desktop platforms.

LEGO® Friends ‘Heartlake Friendship Zone, a world of imagination awaits children, their parents and caregivers. That’s where magic truly begins as the little ones embark on a journey of self-expression and creativity where they have the power to craft avatars that resonate with their unique identity. Allowing kids to play, engage and build online friendships. Players can select from vast options of:
- 6,000 one-of-a-kind combinations,
- skin tones,
- eye colours,
- hairstyles,
- facial expressions, and
- personal features such as vitiligo

LEGO Friends Heartlake Friendship Zone ensures that every individual finds themselves wonderfully represented in this fun and inclusive experience, granting young minds the freedom to fashion a character that truly reflects their spirit.

Envisioning a world where imagination knows no bounds and playful possibilities stretch as far as the eye can see. Children are invited to embark on an extraordinary digital odyssey within the meticulously crafted expanse of the recreated Heartlake City district. With characters as diverse as the colours of a rainbow, friends like Zac, Nova, and Autumn extend a warm welcome and empower the next generation to explore, embrace, celebrate and respect all kinds of friendships in a fun and safe environment.

In the first three months, LEGO Friends Heartlake Friendship Zone has reached:
- 43 million impressions
- 6.762.710 engagement
- 2.854.717 sessions
- 596.221 quests & mini-games completed
- 39.376 predefined messages and emojis shared
- 7 min 18 sec average time spent per user

----- The results shared in the above paragraph are confidential and for jury purposes only -----  

For additional info or contact, please reach out to Luana Maggion - luana.maggion@gameloft.com