Who can enter? What is LEGO ID? When is the winner selected, and how? Find all the answers to your contest questions here!

  • Who can enter?

    answer You can enter if you can say yes to all this:
    • You are between 6 and 12 years old
    • Have a LEGO ID
    • Have no relationship with the LEGO Group and its partners
    • Have no relationship with TRU/local retailer and its partners
    • AND you can take time off to travel to Billund, Denmark from March 27th 2017 to April 1st 2017. Your travel and accommodation is included in the prize. (Just remember, everybody coming will need to have valid passports!)
    • The competition is open to participants worldwide, except the Canadian province of Quebec and countries that may restrict competitions for children. 
  • What do I need to do to enter?


    If you already have a LEGO ID, you just have to start building a new place for the LEGO Friends to hang out in Heartlake City! You should build your model with real-life LEGO bricks or using the LEGO Digital Designer (available only in English). Then take pictures or screenshots of your creation, and upload them to the Contest Gallery.

    If you don’t have a LEGO ID account, you can sign up right here.

    Don’t worry if you don’t have the right color, shape or size bricks – just use what you have and do the best you can, and have fun doing it.

  • When can I enter?

    answer The contest begins on the 26th of December 2016 at 11:00 am CEST and ends on the 28th of February 2017 at 4:00 pm CEST.
  • What is the prize exactly?

    answer Semifinalist prizes: 20 semifinalists will each win 1 LEGO Friends set for themselves, and 1 LEGO Friends set for them to give to their best friend!

    Finalist prizes: 10 finalists will also win one of each of the LEGO Friends sets launched in 2017.

    Grand Prize: The Grand Prize winner will win a week-long trip for up to 4 (2 adults and 2 children) to the LEGO Group headquarters in Billund, Denmark. The winner will collaborate with the LEGO Friends Design Team to turn the winning ideas into an actual LEGO Friends product, including a LEGO mini-doll that looks like the winner.

    Twenty five (25) Winners will each receive five hundred dollars ($500.00), intended to be used for educational expenses, and an assortment of LEGO building toy sets from the 2017 LEGO novelty product line valued at $644.00.  The prizes are non-transferable and no cash alternative is available for the LEGO set prizes. The prizes are subject to availability and the Sponsor reserves the right to substitute the prize for an alternative prize of equal or greater value.
  • What bricks can I use?

    • What bricks can I use?
      Use any LEGO bricks, elements and mini-dolls you have available at home or in the LEGO Digital Designer. Don’t worry about exact colors, shapes or sizes if you don’t have them. Use what you have. The only limit is your imagination.

    • Should it be a certain size?
      No. Just make sure a mini-doll can fit inside and that any doors, furniture, accessories or functions fit the size of the mini-dolls. It’s the story and the activities you can DO in whatever place you design that matter – Add as many details as you like, or just a few. Big or small. • What do my pictures of my build need to show? If you have built using real-life bricks, you must take 4 pictures of your creation, showing it from every angle. If you have used the LEGO Digital Designer tool, you must take 4 screenshots of your creation showing it from every angle. 

    • How do I upload my pictures?
      Go to the Contest Gallery, sign in with your LEGO ID, and ask your parents to help you upload your 4 pictures or your screendump. If you want to, you can add a short description of your model. When you are completely happy with your uploads and description, choose “Submit album”. The Gallery moderators will then check your album before they push it live in the Gallery. It may take a day or two before you can see your album.

    • What formats?
      Please ask your parents to make sure all your pictures are in a standard photo file format: jpg, jpeg, png, or gif. If your design has been made using the LEGO Digital Designer software you should use the built-in standard functionality for saving the images called “Take a screenshot”.

    • Which sizes?
      Generally, any smartphone camera file size should be okay. You will get an error message if your picture is too big. In that case, please ask your parents to help you make the file smaller.
  • What is LEGO ID?

    answer LEGO ID is your personal space on and LEGO LIFE. It is also our way of making sure you have your parents’ or guardian’s permission to visit our website and share your photos and comments with us. We will use your LEGO ID to contact your parents if you win one of the prizes. So please make sure you write the correct email address for your parents to check.
  • What if I don’t have a LEGO ID?

    answer It’s free to sign up here. We do need your parents’ or guardian’s email, and we will ask them to confirm that you are allowed to sign up before you can use your LEGO ID.
  • Can my child use my LEGO ID?

    answer No. The contest is for children ages 6-12.
  • Can I send them by email instead?

    answer No. We need to make sure your pictures belong to someone with a valid LEGO ID so we can contact your parents if you win.
  • What text do I need to add?

    answer Just a short description (100 characters) about what gave you the idea to build your creation, what friendship fun you can have with the build, or anything else that describes how it fits perfectly into Heartlake City.
  • I submitted, now what?

    • Can I view my submission?
      Yes, but it may take a day or two from the time you upload your creation until you can see it in the Gallery. Our Gallery moderators check every picture we receive to make sure the Gallery is not suddenly full of funny cat pictures! After all, you’re here to see LEGO creations…
    • I accidentally submitted wrongly, how can I send again?
      When you have sent us your 4 pictures with descriptions, you can no longer edit your album. But you can always send us a new one. There is no limit to how many models you can enter.

    • Can I revoke my submission?
    • No. So make sure you’re happy with your pictures and description before you submit. 

    • Can I participate with more than one creation?
      Yes, please feel free to build and submit as many funny, crazy, creative ideas as you like! Remember to create one album for each model. And make sure your builds are YOURS and yours alone.
  • How do you select the winner?

    answer A jury panel will judge each model based on
    • 20% Overall design: For example, can the mini-dolls fit inside the model? Does it fit naturally into the Heartlake City models?

    • 20% Design details: Details are what makes your model personal. Does it have fun decorations? Functions that are fun to play with?

    • 20% Originality and Innovation: How much newness does the model bring to LEGO Friends?

    • 40% Appeal and Relevance:
      • Can we see the five Friends and builders around the world LOVING this place?
      • Color scheme: Building an all-black secret underground lair may not fit all that well with Heartlake City. But if you don’t have the exact color bricks you would have liked for your model, just use what you have.
      • Build quality: Does the model seem stable and easy to build?
      • Theme: Does it add a fresh new way to play in Heartlake City?
  • How will you contact me if I win?

    answer When you sign up for a LEGO ID, your parent or guardian confirms their email address when they approve your sign-up. This email address is the one we will use to contact you if you are one of the winners of the runner-up or grand prizes. So make sure they check their email regularly.
  • When will you announce the winner?

    answer The Grand Prize winner is announced 17th March 2017. You can see the announcements here and on other LEGO channels.
  • Detailed timeline


    26th December 2016 – You can start uploading your models at 11:00 am CEST.

    28th February 2017 – The contest ends at 4:00 pm CEST.

    13th March 2017 – 20 semifinalists will be announced by LEGO Friends.

    15th March 2017 – 10 finalists will be announced by LEGO Friends.

    17th March 2017 – The winner is announced by LEGO Friends.

    20th March 2017 – The 25 winners of the US contest will be announced by email.