Here’s what Ace has to say in the announcement on FBTB:
The goal of Heartlake Friends is to take an unbiased position to look past the noise of any perceived controversy and celebrate all the positive aspects and outcomes from LEGO Friends. Me being an adult male, I’m not exactly the target audience for the line, so this is where my wife steps in. She’ll be managing the content and together with our three year old daughter, we hope to make a compelling blog that you’ll want to visit and maybe even share with us your thoughts and stories on your experiences with LEGO Friends.
To get things started, Heartlake Friends is hosting a contest, for which the deadline has just been extended to Sunday, January 6. So, head on over to HeartlakeFriends.com to check out the news, reviews, and more.