The Belville theme which was introduced in 1994 and later discontinued in 2009 was created to appeal primarily to girls. While the sets revolved around the concept of the LEGO system it featured doll-like figures known as Belville Figures instead of regular LEGO minifigures. The Belville Figures featured multiple joints to make play more like normal doll play and were larger than minifigures. The Belville theme was the predecessor to LEGO Friends.
1999 LEGO Sets
1999 was a landmark year with the launch of LEGO Star Wars, the company’s first licensed theme, debuting alongside The Phantom Menace. This partnership with Lucasfilm transformed LEGO’s strategy and ushered in the era of licensed themes. New original lines included Rock Raiders, Slizers (Throwbots), and Adventurers: Jungle, while LEGO Education was formally established from LEGO Dacta. Several older themes—Cyberslam, TechPlay, UFO, Insectoids, Znap, and Model Team—were retired, marking a clear generational shift toward modern play concepts and digital engagement.