{"id":39737,"date":"2023-02-14T12:40:17","date_gmt":"2023-02-14T09:40:17","guid":{"rendered":"https:\/\/saudishopper.com.sa\/en\/?p=39737"},"modified":"2026-03-28T02:46:54","modified_gmt":"2026-03-27T23:46:54","slug":"research-conducted-by-lego-group-portrays-the-importance-of-friendships-on-wellbeing-of-kids","status":"publish","type":"post","link":"https:\/\/saudishopper.com.sa\/en\/research-conducted-by-lego-group-portrays-the-importance-of-friendships-on-wellbeing-of-kids\/","title":{"rendered":"<strong><em>Research conducted by LEGO Group portrays the importance of friendships on wellbeing of kids<\/em><\/strong>"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The re-imagined LEGO\u00ae Friends characters are more representative of the world that today\u2019s kids navigate, including culture, ethnicity, physical&nbsp;<a>traits<\/a>&nbsp;and abilities.&nbsp;<strong><em><\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Two in three kids (<strong>68%<\/strong>) want<\/em><em>&nbsp;to see more toys and characters portray real life.&nbsp;<\/em><em><\/em><\/li>\n\n\n\n<li><em>Most<\/em><em>&nbsp;kids surveyed (<strong>94%<\/strong>) said their friends make them feel happy.&nbsp;<\/em><\/li>\n\n\n\n<li><em>Only a third of kids (<strong>32%<\/strong>) say they have seen friends having problems or arguments on TV or&nbsp;online&nbsp;content they&nbsp;consume.&nbsp;<\/em><\/li>\n\n\n\n<li><em>Nine in ten kids (<strong>93%<\/strong>) believe&nbsp;<a>it&#8217;s<\/a>&nbsp;good to have friends who can teach you different things.&nbsp;<\/em><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dubai, United Arab Emirates, 14<sup>th<\/sup>&nbsp;February, 2023:&nbsp;<\/strong>A decade on from the launch of LEGO\u00ae Friends, the LEGO Group&nbsp;has re-imagined the Friends Universe: an all-new line up of characters and accompanying TV-series hosted on their YouTube channel. It comes at a time when the ups and downs of friendship are not widely shown on TV or in the online content kids consume, meaning many young children are left to navigate these complex feelings, without understanding that it\u2019s completely normal and that others are feeling the same.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To support the launch, the LEGO Group conducted in-depth global research to understand more&nbsp;about the diversity and complexity of modern friendships amongst young children around the globe. Focusing on&nbsp;<strong>18,000 kids<\/strong>&nbsp;aged&nbsp;<strong>6-12<\/strong>&nbsp;years old from&nbsp;<strong>19 different countries<\/strong>, the research shines a light on the importance that friendships have on the wellbeing of kids in early childhood.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-LEGO-Group-recognises-the-importance-friendships-have-on-child-development_ssict_1200_900.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-LEGO-Group-recognises-the-importance-friendships-have-on-child-development_ssict_1200_900-1024x768.webp\" alt=\"The LEGO Group recognises the importance friendships have on child development_ssict_1200_900\" class=\"wp-image-39739\" srcset=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-LEGO-Group-recognises-the-importance-friendships-have-on-child-development_ssict_1200_900-1024x768.webp 1024w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-LEGO-Group-recognises-the-importance-friendships-have-on-child-development_ssict_1200_900-300x225.webp 300w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-LEGO-Group-recognises-the-importance-friendships-have-on-child-development_ssict_1200_900-768x576.webp 768w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-LEGO-Group-recognises-the-importance-friendships-have-on-child-development_ssict_1200_900-1080x810.webp 1080w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-LEGO-Group-recognises-the-importance-friendships-have-on-child-development_ssict_1200_900.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The study revealed that:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Kids rely on friendships to deal with the complex emotions of modern life, with eight in 10 (<strong>87%<\/strong>) saying that they turn to friends as a source of comfort when they have problems.&nbsp;<\/li>\n\n\n\n<li>Kids value \u2018having fun\u2019 and \u2018being happy\u2019 as main elements of friendship, with more than three quarters (<strong>67%<\/strong>) wanting someone to have fun with and six in ten (<strong>60%<\/strong>) wanting someone to laugh with and the majority (<strong>94%<\/strong>) said that friends made them feel happy.&nbsp;<\/li>\n\n\n\n<li>Kids also see the value in diverse friendships with nine in ten (<strong>93%<\/strong>) agreeing that&nbsp;<a>it\u2019s<\/a>&nbsp;good to have a diverse friendship group who can teach you different things.&nbsp;<\/li>\n\n\n\n<li>Kids&nbsp;<a>don\u2019t<\/a>&nbsp;often experience complex emotions portrayed in the content they view, with just two in five (<strong>40%<\/strong>) saying they have seen friends have ups and downs on TV or content they are consuming and only a third (<strong>32%<\/strong>) saying they have seen friends having problems or arguments.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The LEGO Group recognises the importance friendships have on child development and how it plays a huge part in helping kids understand diversity and inclusion. Further to the launch of the new generation of characters,&nbsp;the storylines within the LEGO Friends universe have been refreshed, thus helping&nbsp;to develop content narratives that ensure&nbsp;<a>they\u2019re<\/a>&nbsp;relatable, and reflective of the real-life experiences of children today.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Clinical psychologist and Founder of Light House Arabia<\/strong>,&nbsp;<strong>Dr. Saliha Afridi<\/strong><strong>,&nbsp;<\/strong>commented on the research saying:&nbsp;<em>\u201cWith the rise of technology and social media, children are not only spending reduced time engaging in face-to-face interactions and building in-person relationships, but also have a skewed idea about what is a \u2018friend\u2019 and how to form friendships. This can lead to difficulty developing social skills and empathy, which are important for forming meaningful friendships. It is important for parents and schools to be intentional and deliberate about teaching children how to form and maintain friendships.\u201d<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-re-imagined-LEGOR-Friends-characters-are-more-representative-of-the-world_ssict_1200_1200.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-re-imagined-LEGOR-Friends-characters-are-more-representative-of-the-world_ssict_1200_1200-1024x1024.webp\" alt=\"The re-imagined LEGO(R) Friends characters are more representative of the world_ssict_1200_1200\" class=\"wp-image-39740\" srcset=\"https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-re-imagined-LEGOR-Friends-characters-are-more-representative-of-the-world_ssict_1200_1200-1024x1024.webp 1024w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-re-imagined-LEGOR-Friends-characters-are-more-representative-of-the-world_ssict_1200_1200-300x300.webp 300w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-re-imagined-LEGOR-Friends-characters-are-more-representative-of-the-world_ssict_1200_1200-150x150.webp 150w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-re-imagined-LEGOR-Friends-characters-are-more-representative-of-the-world_ssict_1200_1200-768x768.webp 768w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-re-imagined-LEGOR-Friends-characters-are-more-representative-of-the-world_ssict_1200_1200-1080x1080.webp 1080w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-re-imagined-LEGOR-Friends-characters-are-more-representative-of-the-world_ssict_1200_1200-440x440.webp 440w, https:\/\/saudishopper.com.sa\/en\/wp-content\/uploads\/2023\/02\/The-re-imagined-LEGOR-Friends-characters-are-more-representative-of-the-world_ssict_1200_1200.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">To support the launch of the campaign, LEGO Certified Stores will run in-store and in-mall activations in the UAE to provide a fun, engaging and entertaining experience to the children. Activities include:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Discover LEGO<\/strong><strong>&nbsp;Friends<\/strong><strong>:<\/strong>&nbsp;Spin the wheel and find out more about one of the eight new LEGO&nbsp;Friends&nbsp;characters, then build a set that aligns with that character\u2019s passions before proudly displaying it in-store.&nbsp;<\/li>\n\n\n\n<li><strong>The LEGO<\/strong><strong>&nbsp;Friends<\/strong><strong>&nbsp;<\/strong><strong>Bedrooms<\/strong>: Four of the new LEGO Friends bedroom sets will be on display in full size, for visitors towalk in and role play.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The kids will also get the chance to walk away with a room makeover with a variety of sets worth up to AED5,000.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tracie Chiarella,<\/strong>&nbsp;Head of Product, LEGO Friends at the LEGO Group said:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cChildren are our role models and guide everything we do here at&nbsp;the&nbsp;LEGO Group. After an incredible 10 years on LEGO Friends,&nbsp;this&nbsp;re-imagination has enabled us to push the boundaries not only in the content and the storytelling, but also in the reflection of modern, childhood friendships so that children can truly see their experiences reflected in the world around them.\u201d<a><\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The re-imagined LEGO\u00ae Friends characters are more representative of the world that today\u2019s kids navigate, including culture, ethnicity, physical&nbsp;traits&nbsp;and abilities.&nbsp; Dubai, United Arab Emirates, 14th&nbsp;February, 2023:&nbsp;A decade on from the launch of LEGO\u00ae Friends, the LEGO Group&nbsp;has re-imagined the Friends Universe: an all-new line up of characters and accompanying TV-series hosted on their YouTube channel. [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":39738,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_meta-robots-noindex":"1","_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","_pr_autopilot_social_copy":"","_yoast_wpseo_opengraph_title":"","_yoast_wpseo_opengraph_description":"","_yoast_wpseo_opengraph_image":"","_yoast_wpseo_opengraph_image_id":0,"_yoast_wpseo_twitter_title":"","_yoast_wpseo_twitter_description":"","_yoast_wpseo_twitter_image":"","_yoast_wpseo_twitter_image_id":0,"_yoast_wpseo_primary_category":396,"_extra_hide_author_box":"","_extra_featured_post":"","_partner_post_id":0,"footnotes":""},"categories":[27,396],"tags":[],"class_list":["post-39737","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gaming","category-social-media","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"<!-- 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