LEGO Friends: New Play Theme for Girls to Help Secure 2012 Growth for LEGO Group

LEGO Group CEO Jørgen Vig Knudstorp talks about LEGO Friends, the new play theme for girls, which has seen a positive start in 2012. He talks about the research and testing behind the product and explains how LEGO Friends fits in with the core values of LEGO.The new play theme tailors the iconic LEGO construction experience especially to girls ages five and up and delivers on a girl's desire for realistic role-play, creativity, and a highly-detailed, character-based world. Available material includes an edited package and soundbites with the LEGO CEO as well as general views and still images.