For the first time ever, The LEGO Group are giving children the chance to become a LEGO designer and create an awesome new set for the LEGO Friends range.  This money-can’t-buy prize will see the winning design being put into production and then going on sale at Toys R Us in the UK/Ire and LEGO Retail stores (global distributors may vary).  The chosen set will also include a minidoll of the young designer for that extra personal touch.

Let your imagination run wild

Heartlake City is the fictional home town of the 5 LEGO Friends, Stephanie, Olivia, Andrea, Emma and Mia.  The girls need a new place to hang out in Heartlake City, somewhere cool and fun, what should it be?   The designers in the LEGO Friends team need your help and imagination to design a new place to go.

Big or small, cosy, fun or crazy, you can build something inspired from current Heartlake City building sets, or something completely different – there is no limit to your imagination!

Visit LEGO HQ

In March 2017, The LEGO Friends team will select 20 semi-finalists, and from this shortlist the judging panel will then select 10 finalists before choosing the ultimate Grand Prize Winner on March 17th 2017.  The judging panel includes girl band L2M, Ellie V. – Youtube toy reviewer, Studio Bubble Tea – Youtube toy reviewers, Kristel Whitaker – fan of LEGO, and the LEGO Friends team.

The Grand Prize Winner will win a week-long trip for up to 4 people to the LEGO Group headquarters in Billund, Denmark, where they will engage closely with the LEGO Friends Design Team to turn their ideas into reality.
From the 26th December 2016 at 10:00am GMT to 28th of February 2017 at 3:00pm GMT, children aged 6 – 12 worldwide can enter the competition via Lego Friends or the LEGO Friends Facebook app. 


How to Enter


  1. Create your inspirational concept model about a new social place in Heartlake City. You can use real life bricks or the LEGO Digital Designer software, that can be downloaded with no cost here: Lego Digital Designer Software

    When designing your inspirational model, think about: how relevant is your inspirational model for fans of LEGO Friends? What does your set bring to the LEGO Friends range? Does your design look appealing and stand out? Don’t forget the little details – these can enhance your idea!

  2. Submit your entry via the competition website at LEGO Friends Designer or on Facebook via the LEGO Friends application. Upload 4 images of your model (these must show it from all angles), your product name and brief description outlining what inspired you.

    Entrants must have their parents’ or legal guardians permission to go online to upload their creation. Collaborations between builders are not permitted for this competition. For full terms and conditions, restrictions and further information please visit LEGO Friends Designer


About LEGO Friends


LEGO launched LEGO® Friends, in December 2011. LEGO Friends was developed following four years of research, during which time LEGO spoke to thousands of girls and parents across the world. The research enabled LEGO to develop a range that mirrored girls’ tastes and interests, combining the opportunity for realistic role-play, creativity, and a highly detailed, character-based world with the core values of LEGO building.

The LEGO Friends story centres on the everyday lives and personalities of five girls, Emma, Olivia, Mia, Andrea and Stephanie, in a fictional hometown called Heartlake City. Each of the friends characters has a distinct personality and a range of interests including animals, performing arts, invention and design. The building sets in the range reflect different parts of town where the girls’ adventures take place from downtown, suburbs and the beach to camping grounds and mountains.

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