LEGO PARTNERS WITH GAMELOFT TO LAUNCH VIRTUAL GAMING EXPERIENCE FOR KIDS

The LEGO Group is teaming up with Gameloft to bring an online LEGO gaming experience to kids. Heartlake Friendship Zone is a free interactive experience where kids can customize their own avatar and explore the world of LEGO Friends.

In the video game, kids can interact with LEGO Friends characters, use emojis and pre-made chats to talk with other kids, go on quests, play mini games, and more. The platform was designed to create a safe gaming environment where kids can build friendships, even if they can’t see their friends in real life.

More than a decade after the launch of LEGO Friends, The LEGO Group has introduced new characters designed to celebrate and reflect diverse friendships in the modern world. These eight new LEGO Friends characters — Zac, Nova, Autumn, and more — act as encouraging friends throughout the experience.

Source: The Toy Book