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Posts Tagged ‘Friends’

Ace Kim | December 19th, 2012 | LEGO, News

FBTB Announces

Heartlake Friends

Today, on the one year anniversary of LEGO Friends, I’m proud to officially announce the launch of a new blog: Heartlake Friends. The goal of Heartlake Friends is to take an unbiased position to look past the noise of any perceived controversy and celebrate all the positive aspects and outcomes from LEGO Friends. Me being an adult male, I’m not exactly the target audience for the line, so this is where my wife steps in. She’ll be managing the content and together with our three year old daughter, we hope to make a compelling blog that you’ll want to visit and maybe even share with us your thoughts and stories on your experiences with LEGO Friends.

The site has been in soft launch mode for a couple of days now while we work out the kinks and get things set up but today seemed to be the perfect day to make the announcement. And to celebrate the official launch, Heartlake Friends is having a giveaway! There are three chances to win some really cool prizes:

  • Giveaway #1: Register on the Heartlake Friends site AND post a comment on the 1 year anniversary post. One registered user will be selected at random as the winner. The prize? 1 copy of 3185 Summer Riding Camp (MSRP $99.99).
  • Giveaway #2: Like us on Facebook. One liker will be selected at random as the winner. The prize? 1 copy of 3315 Olivia’s House (MSRP $69.99).
  • Giveaway #3: Follow us on Twitter. One follower will be selected at random as the winner. The prize? 1 copy of 3189 Heartlake Stables (MSRP $49.99).

You can enter all three giveaways but you can win only once. The deadline to enter all three giveaways is 11:59pm PST December 31, 2012. Winners will be announced in early January and will be contacted by either email, facebook message, or twitter direct message.

We hope you like what you see and visit Heartlake Friends often!

Ace Kim | December 19th, 2012 | LEGO Teenage Mutant Ninja Turtles, Sales News

Amazon Delays January 2013 Shipments


Amazon has put all of the January 2013 assortments on pre-order status with a shipping date set for December 31. Even Galaxy Squad and that stuff was on sale days ahead of every other theme. This is speculation on my part but it’s most likely because Toys’R’Us complained about losing sales to Amazon since Amazon doesn’t have a holiday price gouge markup that TRU does. That and it probably violated TRU’s first-to-market contract. Whatever. Hope you ordered when you did. Shop@Home seems to be the only place to get some of the new stuff right now, like TMNT, Galaxy Squad, and Friends at MSRP, but you’ll be paying for express shipping in time for Christmas.

Or you could be insane and walk into a Toys’R’Us store during the last week before the holiday and attempt to get a price match.

Or just wait a few weeks and they’ll be everywhere.

Update: I should clarify that all NEW orders will be delayed until the end of the month. Any orders placed before today should still ship out as normal.

Ace Kim | February 14th, 2012 | LEGO Super Heroes, Marvel Comics, News

LEGO Toy Fair 2012: The LEGO Booth

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It’s always a treat to see how LEGO decorates the corners of their booth at Toy Fair. This year they are understandably making a push on their hot new IP line, LEGO Super Heroes, and their feminist-angering girl-friendly line, LEGO Friends.

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The Super Heroes corners was the most interesting. Rather than going with a mural or a large statue, a bas relief of Superman, Batman and Wonder Woman adorned one corner. It was a combination of a studs-out mural type of build with a traditional sculpture construction technique.

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And finally, LEGO had an approximately six-and-a-half-feet-by-six-and-a-half-feet tall sculpture of the Hulk minifig on the conventional hall floor. Lean, mean, and green, it will probably give you an idea of what the final painted face will look like for Hulk if you squint your eyes and blur your vision a bit.

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Ace Kim | January 4th, 2012 | STUDS Comic

Studs Comic #1

Assuming you haven’t been living under a rock, there’s a new LEGO theme for 2012 called LEGO Friends. It doesn’t take rocket surgery to see that it’s squarely aimed at girls. BusinessWeek did a rather lengthy article introducing the line a few weeks ago. LEGO says they’re targeting “the other 50%”, which is another way to say that their marketing efforts were targeting boys all along. So what do they do? The introduce new colors, design a new minifig to look more like miniature dolls and put it all together into a new theme. And this seems to be the point of contention that’s got a Brooklyn woman in a huff enough to start a petition. The anti-Friends position claims that the new figures in the Friends line are “sexualizing” the minifigs by making the figures curvier and giving them breasts.

Really? Do the figures look like they have breasts:

Friends - 3061_009_CAFE_BACK_Serving_Cake

OKay, so they do. But I don’t understand what the big deal is. Girls have breasts. Is this some sort of secret that we’re trying to keep from them?

Other than the whole breast issue, there’s whole slew of arguments against the Friends line, like how the sets are promoting gender stereotypes. Sets like 3315 Olivia’s House certainly isn’t helping LEGO with that image. Despite that, the Friends sets are actually quite tame compared to other toy lines marketed towards girls like Bratz and Barbie dolls. I just don’t think the onus should entirely be on LEGO to break those stereotypes. They’re just a toy company making a toy for girls. If you don’t like it, don’t buy it. Or buy it anyway and encourage your child to think outside the box and build something else with the pieces.

What does any of this have to do with FBTB or licensed themes? Nothing. It’s not exactly how we planned on launching our new comic strip called STUDS but all the controversy made it easy to come up with a joke. We’ll start our regular storyline next Wednesday.