NEWS

The Lego Group partners with ‘cultural creators’ for series of films

Published on: 16th October 2019

Musician Mark Ronson, gymnast Simone Biles and fashion star Tomo Koizumi to explore the importance of creativity and play.

As part of its Rebuild The World campaign, The Lego Group has announced a short film series exploring the importance of creativity and play starring three icons from the music, sport and fashion industries. The films illustrate why Lego play is the ultimate platform for creative expression and creative problem solving.

World-renowned musician and producer Mark Ronson, US Olympian Simone Biles, and rising fashion star Tomo Koizumi are collaborating with The Lego Group as part of the project to help inspire and nurture the imagination of the next generation. Each film, sees the collaborator bringing their own creative process to life with a simple handful of Lego bricks.

Simone Biles’ film provides an insider look into her training gym, where she draws parallels between Lego play and her historic gymnastic techniques. Simone visualises different movements using Lego bricks, demonstrating her creative process and imagination to help inspire parents and children across the world.

One of the most creative and successful music icons of his generation, Mark Ronson’s creative process for writing and producing songs comes to life in his film. He showcases how building out chords and sequences is very similar to being creative with Lego bricks. Each brick resembles a different note, and when put together they make a track.

In the studio, surrounded by colourful fabrics, textures, and clothing, Tomo Koizumi creatively showcases his art form through Lego play to represent how he forms patterns for his work. Tomo reveals how the colours, shapes and sizes of Lego bricks can help inspire the next generation of the fashion industry.

The Rebuild The World campaign aims to inspire people to play and fire up children’s creativity to give them the skills they’ll need to shape a bright future. Julia Goldin, global chief marketing officer, The Lego Group, said: “We launched the Rebuild The World campaign to inspire people of all ages to unleash their creativity to create a world of infinite possibilities through Lego play. Creativity is at the heart of everything Simone, Mark and Tomo do and we’re delighted to be able to share the story of how Lego play has shaped their outstanding creations and ideas.”

The first episode, featuring gymnastic star Simone Biles, premiered on 15th October, and will be followed by Mark Ronson’s episode on the 21st October. Episode three featuring rising fashion star Tomo Koizumi will be released on 28th October.

To watch the short films, visit: www.lego.com/rebuild-the-world.

RECENT ARTICLES

Friday Blog

Tale as old as time…it’s the Friday Blog!

Zapf details roll-out of plastic free packaging

VIP Pets Mini Fans from IMC Toys lead Kids Fashion Week

Exclusive: Perfect ten – a look at top toy lists

Exclusive: Looking through a different lens at Mattel

Pokémon celebrates 25 years with activations across the franchise

Silvergate Media unveils Octonauts attraction in Shanghai

UK toy market increases 5% in value during 2020

Toy community grapples with new challenges involved in shipping to Ireland

Sneak peek at AsmoFair – The Toy Fair Edition 360° virtual stand tour