We wanted to set playing free by creating FUTURE FRIENDS; a new LEGO set that question gender stereotypical toys. It’s through play that children develop their self-perception and comprehension of their opportunities in life. With this idea we want to present a more nuanced version of children’s play space helping them shape their identities and dreams for the future on an unbiased basis.

IDEA: 
An online generator that randomizes the content of the FUTURE FRIENDS LEGO sets creating a mixture of already existing LEGO universes. This way we can reset the setting and expectations of the play and hopefully get a glimpse of Elsa in her Tempel of Madness or discover the Monkey King’s passion for petit four and danish pastries.

Copywriter & co-creator: Christine Emilie Sejersen