LEGO For Girls: New LEGO Friends Play Sets Debuting In 2012

I was always under the assumption that LEGOs were for girls, but apparently the company thinks there is a market for a more girly version of the classic toy and after taking a look at it, I can definitely see the appeal.

Marketed to girls ages five and up, the new LEGO Friends line plays on a girl’s desire for realistic role-play, creativity while keeping intact the core values of LEGO building. The new LEGO Friends collection consists for 23 different products that range in price from $5.99 to $99.99.

LEGO Friends revolves around a “story” surrounding five girls – Olivia, Mia, Andrea, Stephanie and Emma – who live in their fictional own of Heartlake City. Each girl has her own personality, taste and interests that are then reflected on various models. Building sets reflect different parts of the town where various adventrues take place – beach, suburbs, camping grounds, mountains, downtown, etc.

The line is currently available in the United Kingdom and will be released in the United States on January 1, 2012. A full international launch is set for the spring and nine additional sets will debut in the summer of 2012.