Lego Elves (stylized as LEGO Elves) was a Lego product line produced by The Lego Group that was launched in 2015. It was accompanied by the Lego Elves animated television series and webisode series that began with a mini-movie titled Unite The Magic, which was released on the Lego YouTube channel, and on Netflix. The product line was based on the storyline of the animated series, which follows the adventures of a character named Emily Jones who travels to a magical land called Elvendale. The theme aimed to introduce a fantasy element to girl-focused Lego products. It was eventually discontinued by 2019.
Overview
The Lego Elves theme was underpinned by the storyline of its accompanying animated television series titled Lego Elves and Lego Elves: Secrets of Elvendale. Both the Lego toy line and the animated series targeted the girls market. The series focuses on a human girl named Emily Jones, who inherits a magical amulet from her grandmother and travels through a portal to a magical realm called Elvendale. The storyline relates how she meets four elves with elemental powers (fire, earth, air and water) who help her to return home.
Development
Following the success of Lego Friends and Lego Disney Princess, The Lego Group aimed to launch another Lego theme targeted at the girls market. In contrast to the contemporary setting of Lego Friends, Lego Elves aimed to introduce a fantasy setting into girl-focused Lego toys. The theme was developed after testing several story ideas with girls around the world.
Launch
The Lego Elves theme was announced on 12 February 2015 at the American International Toy Fair. The toy line began with the release of eight toy construction sets that introduced the main elves and their home environments and these began to launch in March 2015. An official teaser for the animated series was released on the Lego YouTube channel on 15 December 2014. This was followed by the release of a trailer on 19 February 2015.
Characters
Main
Emily Jones (voiced by Ashleigh Ball) is the protagonist, a resourceful, modest, amicable, and affectionate human girl, whose "element" is "love". Azari Firedancer (voiced by Erin Mathews) is a fire elf who is spontaneous, extroverted, loud, sometimes reckless, and usually cheerful. Farran Leafshade (voiced by Kyle Rideout) is an earth elf who is honest, loyal, reliable, and slightly self-important and has a crush on Aira. Aira Windwhistler (voiced by Ashleigh Ball) is a wind elf who is good-natured, excitable, light-hearted and whose favourite pastime is the construction of machines. Naida Riverheart (voiced by Erin Mathews) is a water elf who is patient, modest, slightly shy, but courageous.
Humans
Sophie Jones (voiced by Rebecca Husain) is Emily's younger sister who is captured by the Goblin King as bait to lure Emily to him. Mrs. Jones (voiced by Ashleigh Ball) is Emily and Sophie's mother. Mr. Jones is Emily's father.