Entertaining Kids Around The World
LEGO Friends Dress Up
The LEGO Company
LEGO Group declares new year's resolution
Deliver meaningful play experiences to girls worldwide with new LEGO Friends
LEGO brings classic construction play to the girls' aisle with first-of-its-kind LEGO mini-doll figure, three new brick colours and detailed interiors that reflect four years of research in play needs of girls. 4T2 worked closely with LEGO to launch Friends into the online arena. Creating, dressing up, stylising an avatar, playing games, exploring, collecting, decorating and shopping... just some of the key elements combined into a single cohesive experience, presented in a fully 3D, interactive environment. The first of four games, LEGO Friends 'Dress Up' allows children to create their own mini-doll, meet the Friends Olivia, Mia, Stephanie, Emma and Andrea, dress up for a party, earn virtual currency and shop until their hearts content. Upcoming features include the ability to share your avatar's appearance within your website profile, spend virtual currency over a number of games, see your real friends' mini-dolls show up in your game and enter secret codes to unlock new wardrobe spectaculars. The Dress Up game is also due for release on iOS, so watch this space! LEGO and 4T2 launch the next generation of online gaming for girls!
From the experts
"We love it so so so much - Thank you Mommy"
THE CHALLENGE
- Games for girls
- Building the brand
- Going mobile
THE SOLUTION
- Focus on four key products
- Centralised avatar creator
- Seamless play between all experiences