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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.
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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.
“The launch of the Heartlake Friendship Zone marks another significant milestone in providing a safe and positive online environment for kids”, says Tracie Chiarella, Head of Product for LEGO Friends at The LEGO Group. “As technology continues to play an increasingly important role in our lives, it’s crucial we prioritize the safety and well-being of our children. By creating a platform which offers a secure and enjoyable digital experience, we are empowering the next generation to explore friendships online in a way that is both fun and safe.”
Heartlake Friendship Zone is available on both mobile and desktop.
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