WE PARTNERED WITH LEGO TO CREATE DISTINCTIVE AUDIO BRANDING FOR THE ANIMATED LEGO FRIENDS TV SERIES.
LEGO Friends is the LEGO Groups second largest brand and is a product range designed primarily for girls.
The process began with an in-depth audit and analysis of the brand's historic use of music, both creatively and comercially. With recognition and consistency high on the list of priorities, we developed a soundtrack that has been structured thematically. Each of the female protagonists has been given her own track, and the brand’s new theme (to be used in the opening and closing credits) is the anthemic ‘We Got Heart’.
Breaking away from traditional pop formats, all new songs, including the energetic Go-Cart inspired ‘Zoom Zoom Zoom’, have been written with a new generation of 6-11 year-old girls in mind. The show itself tackles pertinent issues in a modern world and encourages girls to be determined and to follow their passions and dreams.
“What is important about the narrative of the show is that it is not patronizing to its viewers. The characters all have their own looks, passions and hobbies - an attitude that is encouraged throughout the series. Young girls should know that they can be anything they want to be, so the message in LEGO Friends is to, ‘go out and do it!’” explains David Marcus (Managing Director - CORD). “So, when it came to creating the perfect soundtrack for the show, we knew we had to go beyond traditional pop music to target this generation.”
Whilst pop music forms the basis of the new tracks, the sound is more forward thinking, using minimalist electronic sound and mainly synthetic instruments. The tracks have been composed by CORD’s Esther Lane, a unique up and coming artist who has worked closely with LEGO to develop the lyrics and song structures.
“I’m a big advocate of individuality and following your heart when it comes to doing what you love. This has been the perfect project for me and our clients have been amazing. They know so much about the characters and can tell us in an instant what the girls would be thinking and how they would respond to the music we’ve created. They really know them inside out, so we’ve been in very close contact throughout the process,” comments Esther Lane (Composer and Producer - CORD).
CORD has written all the songs which feature throughout the series, as well as creating the entire soundtrack and score for the popular children’s animation series.