My first thought on the new Friends line was that it was very similar to Polly Pocket in both scale and design.
I am sure as the real target purchaser of this product is parents of girls between 6 and 12 it will sell very well.
On a personal note I asked my daughter if she would like any of the Friends sets and she said no she did not want any however she is excited about the lord of the rings sets coming out next year, I am glad she does not fit the typical marketing stereotype!!
PeterS