The LEGO Group Introduces the New LEGO® Friends Characters over Friendship Playdates


KUALA LUMPUR, 9 February 2023 – The LEGO Group celebrates diverse friendships in the modern  world with eight new LEGO® Friends characters from different backgrounds to enable more children  to feel represented during play. From 15 to 26 February, children can forge fresh friendships, inspired  by these new LEGO Friends characters at Sunway Pyramid and take part in an exciting lineup of  activities from video screenings and quizzes, to building activities with the new LEGO Friends sets. But  the fun doesn’t stop there, from 2 to 12 March, children can also look forward to a series of exciting  LEGO Friends activities at Sunway Velocity Mall.  

A Re-imagined LEGO Friends Universe 

The brand-new universe of authentic and diverse LEGO Friends characters was a result of insights from  the LEGO® Play Well Study 2022*, which showed an overwhelming desire for more representation in  play and more discussion on diversity. 97% of parents believe it is important to discuss the unique  individualities between us all, with 85% of them agreeing that play and toys can have a key role in  helping children learn about diversity.  

Shoppers can expect new characters with multiple skin tones, cultures, physical and non-visible  disabilities, and neurodiversity, including limb difference, Down Syndrome, anxiety, vitiligo, and a dog  with a wheelchair. In addition, the re-imagined LEGO Friends Universe aims to help children become  better friends to themselves and others by providing emotional and social development through play.  As part of its storyline, the characters will work to overcome modern challenges that they face,  passions, obstacles, and differences, all while trying to create friendships.  

Meet the New LEGO Friends Characters at the LEGO® Friends Block Party!

Kickstart the school holidays with a fun LEGO Friends playdate at the LEGO® Friends Block Party at  Sunway Pyramid from 15 to 26 February and Sunway Velocity Mall from 2 to 12 March.  

Experience a day in the lives of the various new LEGO Friends characters and make new friends by  stepping into bedrooms inspired by their passion points and the new LEGO Friends sets. Organised in  partnership with Sunway Malls, children will get to enjoy arts and craft activities in Liann’s bedroom,  channel their inner chef in Leo’s bedroom, take part in fun games in Nova’s bedroom, and even catch  an episode of the new LEGO Friends Video Series while forming new friendships along the way.  

Find out which LEGO Friends character will be your best buddy by taking part in the fun LEGO Friends  Characters Quiz and top off the LEGO Friends Block Party by capturing cool snaps with your favourite  characters at the LEGO Friends photobooth. Upon completion of all activities, a LEGO polybag can be  redeemed on-site while stocks last. If you are eager to find out your LEGO Friends match beforehand  or would like to dress up as your LEGO Friends match during the LEGO Friends Block Party, an online  LEGO Friends Characters Quiz will be available at from 10  February 2023 onwards.

Rohan Mathur, Marketing Director of LEGO Southeast Asia, said, “Through the new additions into the  LEGO Friends universe, we aim to not only inspire children to form diverse and deep friendships but  also feel seen and heard through play. We are excited to see children interact and build long-lasting  relationships with the new LEGO Friends characters, and hope this empowers them to form  meaningful relationships in their daily lives too.” 

Loo Hoey Theen, General Manager of Marketing, Business Innovation & eMall at Sunway Malls said,  “Sunway Malls cater for the family with its many family-friendly infrastructure, services and  offerings. The LEGO Group has been a supportive partner as a brand that can be found in our  Sunway Malls all-year round as well as special events like this one. In today’s high pace  lifestyle, malls play an integral part to become a one-stop centre to get daily necessities, spend  quality time together and bond as a family. Through this partnership, we are able to create this  experience for our customers, and will be anticipating more this year and the years ahead.”  

A New Range of LEGO Friends Sets and LEGO® Friends Video Series 

As part of the launch of the new LEGO Friends characters, The LEGO Group has introduced new sets  to accompany children in their role playing adventures. These include indulging in art activities with  41739 Liann’s Room, caring for farm animals with 41730 Autumn’s House, and trying their hand at  hairstyling with 41743 Hair Salon.


In addition, children can showcase their design talents with Olly, Liann, and other characters with the  41732 Downtown Flower and Design Stores and delight in delectable treats with Aliya, Liann, and  other characters with the 41728 Heartlake Downtown Diner, and meet cute puppies with Autumn  and Zac at the 41727 Dog Rescue Center.


Children can also look forward to playing shop with the 41733 Mobile Bubble Tea Shop and creating  their own creative stories with the next generation of Heartlake City with 41731 Heartlake  International School. The reimagined LEGO Friends Universe also features multiple other sets that  offer different role playing opportunities across a wide variety of passion points for all to explore.


The LEGO® Friends Video Series will also return with refreshed storylines created in collaboration with  the Geena Davis Institute on Gender in Media**. Character narratives will encompass relatable and  inclusive difficulties and experiences that children face today, including the realistic ups and downs of  friendships. 

The new LEGO Friends sets will be available across LEGO® Certified Stores, LEGO Official Store on  Lazada, Shopee, LEGOLAND™, as well as major retailers and department stores in Malaysia, while a  LEGO Friends Video Series was recently released.  

Exclusive promotions for Sunway Malls’ visitors 

Visitors can also redeem exclusive LEGO Stationery sets when they visit either mall during  the campaign period.  

From 15 to 26 February, Sunway Pyramid shoppers who spend RM200 in a single receipt*  are entitled to redeem the exclusive LEGO Stationery set. All they need to do is complete the  activities at the LEGO Block Party to collect all 4 stamps and spend a minimum of RM200 in  a single receipt. They will then need to download the Sunway Pyramid Mobile App and  register, before heading over to Marrakesh Concierge at LG2 Blue Concourse to redeem the  LEGO Stationery set by showing the completed activity card and receipt.  

The promotions continue at Sunway Velocity Mall from 2 to 12 March, or while stocks last.  Shoppers who spend RM500 (RM400 for Sunway Velocity mobile app users) in a maximum  of 2 receipts* are entitled to redeem the exclusive LEGO Stationery set at 1F, Concierge  Counter (*Terms & Conditions apply).

Click here to learn more about each of the character’s storylines.  


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