The Lego Group has today revealed Lego Dreamzzz, an all-new theme that brings to life the creativity of children’s dreams through a new content series and product range.
The 10 episode content series launches from the 15th of May on YouTube, Amazon Prime, Sky, Netflix and ITVX in the UK and follows the adventures of school friends, Mateo, Izzie, Cooper, Logan and Zoey, as they join a secret agency and learn to use the power of imagination to journey into the Dream World and defeat the tyrannical Nightmare King. Further episodes will be available in August.
The content series will be followed by a brand-new product range including Izzie and Bunchu the Bunny, Mrs. Castillo’s Turtle Van and the Nightmare Shark Ship. The products are unlike anything the Lego Group has launched before – 80% of a Lego Dreamzzz build follows instructions, but for the final 20%, the choice of what to make is left up to the builder, meaning they can build and rebuild during play.
“Lego Dreamzzz is our very first concept that celebrates the wondrous world of dreaming and explores what happens when dreams become real, ordinary kids become extraordinary and creativity is a superpower,” said Cerim Manovi, creative director for the IP. “We want children to feel empowered to bring their wildest dreams to life and revel in the true force of their creative imaginations while dreaming – and this is just the beginning.”
Research conducted by the Lego Group alongside the development of Lego Dreamzzz looked at children’s imaginations, the psychology of dreams and their importance in processing emotions and problem-solving. 48% of UK & ROI children report that the time they spend playing impacts their dreams: 22% say play makes their dreams happier and 20% more imaginative. About two thirds of children say that happy dreams help them to be more creative in the daytime and almost the same amount think of ideas for when they’re awake.
Working with the Lego Group on the research, psychologist and behavioural sleep expert Dr Shelby Harris, said: “Kids are natural dreamers and experimenters but as they get older, societal pressures begin to confine them and limit their imaginations. With more stress and demands in their daily lives, encouraging free play and creativity is important. It’s great to see content like Lego Dreamzzz, which shows kids how the stuff of our dreams can be used in the real world to help them reach their full creative potential.”
To celebrate the launch of Lego Dreamzzz, the Lego Group will launch a world-first opportunity for children to become a Chief Dream Creator. The chosen participants will be flown to Denmark, home of the Lego Group, to join a series of Lego Dreamzzz workshops.
Children aged between six and 12 years old will be encouraged to submit their own dream creation – either a simple drawing or picture of a Lego build they’ve made themselves – showing a creature or vehicle they have dreamt of. Entry officially opens on the 20th May and closes on the 20th June. For more information, click here.
The series is available to watch on the Lego YouTube channel from 15th May, 2023 at 5pm GMT.
