Each of the characters has specific interests, such as animal-lover, beautician and pop star. These characters replaced the original five named Andrea, Olivia, Stephanie, Mia and Emma. Lego Friends focuses on eight characters named Aliya, Nova, Zac, Liann, Paisley, Leo, Autumn and Olly who live in Heartlake City. Despite receiving initial criticism relating to its representation of girls and their interests, the line has consistently performed well and has been regularly listed as one of The Lego Group's best selling themes. The launch of Lego Friends in 2012 was one of Lego's biggest successes, as it not only doubled sales expectations, but also extensively widened Lego's customer base within the girls' sector. The Friends product range replaced Lego's previous female-oriented theme Belville, which had been in production since 1994, and featured dolls that were much larger than both the mini-dolls and minifigures. The sets are complemented by an animated series that premiered in 2012. Lego Friends sets depict scenes from suburban life set in the fictional town of Heartlake City and usually include one of the character's names in the titles.
The theme was relaunched in January 2023 to focus on a more diverse cast of characters.
The eight main characters of the theme are Aliya, Nova, Zac, Liann, Paisley, Leo, Autumn and Olly, replacing the original cast named Andrea, Olivia, Stephanie, Mia and Emma.
Launched in 2012, the theme introduced "mini-doll" figures, which are about the same size as traditional Lego minifigures but are more detailed and realistic. Lego Friends is a product range of Lego construction toys designed primarily for girls.
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