LEGO Friends is a line of LEGO toys marketed to girls that debuted in 2012. The line focuses on five main characters living in the fictional Heartlake City: Andrea, Mia, Emma, Olivia, and Stephanie. The main characters are represented in the playsets by minidolls, small plastic figures with movable arms and heads, and can bend at the waist. The minidolls are taller, thinner, and curvier than the traditional LEGO minifigure, and are compatible with other sets in the LEGO product range. LEGO did four years of research before launching the line. Research done in 2008 showed that 90% of LEGO sets sold were aimed at boys, revealing an untapped market of female consumers. LEGO also found differences in the way boys and girls played with LEGO sets; boys tended to construct the set and play with the minifigures outside of it, while girls focused more on the structure and interior components. The Friends line doubled sales expectations in 2012, and sales to girls tripled. The Friends line was accompanied by an animated series, and books, video games, and a magazine have also been released featuring the line and characters.