Be The Next LEGO Friends Designer!

Be the Next LEGO Friends Designer

To celebrate the 5th anniversary of the LEGO Friends theme, LEGO is teaming up with Toys ‘R’ Us to give your child a once in a life time chance to design their very own expansion of Heartlake City which will eventually become an actual LEGO set to be sold in Toys ‘R’ Us stores around the world!

What’s more is that the winner of the contest will get to visit the LEGO HQ in Billund, Denmark and live the life of an actual LEGO designer for a week!

All you need to so is to think of what you would like to see in Heartlake City and build it. There is no stated size restriction but it should be roughly the same size as the other Friends sets.

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Follow these simple steps to enter:

  1. Take four photos of your model from four different angles.
  2. Create a catchy title and a short description to explain the inspiration of the design.
  3. All entries must be submitted by the child’s parent at before the February 28th deadline.

The contest is open to kids from the age of 6 – 12 years get your kids inspired and start building!

This is really a once in a lifetime opportunity for any kid who has ever dreamed of being a LEGO designer to be able to take a peek behind the scenes at what it takes to produce a LEGO set.

And just for Singapore, LEGO will be conducting a mini building workshop on the 21st of January 2017 just to get things started:

  • Venue: Toys R Us @ VivoCity
    1 Harbourfront Walk #02 – 182/3
    Singapore 098585
  • Date: 21st January 2017, Saturday
  • Session 1: 11am – 12:30pm
    Session 2: 2pm – 3:30pm
    Session 3: 5pm – 6:30pm
  • Children between the age of 6 to 12
  • 10 pax per session, First come, first serve basis
  • For more info:

Here is a video of an actual LEGO Friends designer giving us a bit more details on the contest:

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And here is the full press release:

Singapore, 27th December 2016 – Attention all Singaporean parents! The best of 2016 has yet to come until you read this! Do you know that your child could be the next shining star in the international arena? Across the globe, LEGO is searching for the next designer to partner for its new LEGO Friends playset. If your child has in mind a fantastic idea for the next social hangout place in Heartlake City, LEGO is ready to see it. And, the ultimate good news is that your child’s design could be mass manufactured and retailed at all Toys R Us stores worldwide, along with a personalized minidoll in his/her likeness!

The LEGO Friends Designer contest is LEGO’s first-ever, global crowdsourcing challenge of its kind in celebration of the 5th anniversary of LEGO Friends. This collaboration between LEGO and Toys R Us invites children between the ages of 6 and 12 years old to design and build the next concept model for LEGO Friends.

Introduced in 2012, the LEGO Friends is a product range designed primarily for girls. Its theme is centered on the everyday lives and personalities of five best friends in a fictional hometown called Heartlake City. Each of the friends—Olivia, Mia, Andrea, Stephanie and Emma—has distinct personalities and interests, such as animals, performing arts, invention and design, that are reflected in the models.

So here’s the challenge: Encourage and inspire your child to add unique touches to the iconic Heartlake City by designing the next hangout place that your child would like to share the friendship moments with best friends!

Only one idea will be chosen and turned into an actual model for the LEGO Friends playset and retailed at Toys R Us stores worldwide. The grand prize winner for this contest will get the chance to visit LEGO headquarters in Billund, Denmark and become the LEGO Friends designer, participating in the design process of the final model to be sold globally – every step of the way. The winner will also be represented as one of the minidolls featured in the final model.

Simply follow these three easy steps to enter – upload four pictures of the designed model showing from four angles, give it a creative title and include a short description to explain the inspiration behind the creation. All entries must be submitted by the child’s parent on Facebook via the LEGO Facebook application available on before the February 28th deadline.

Rohan Mathur, Senior Marketing Manager of LEGO Singapore, said: “We are delighted to announce our first-ever crowdsourcing contest in collaboration with Toys R Us. As we celebrate the fifth anniversary of LEGO Friends, we hope to give child around the world a once-in-a-lifetime opportunity to bring their imagination to life. In LEGO, we always believe in inspiring the imagination and developing the creativity of builders of tomorrow. This contest offers child a great platform to be part of the LEGO Friends creation and shines a light on their immense talent.”

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