The LEGO Group is thrilled to unveil an exciting new theme called LEGO DREAMZzz that taps into the imaginative power of children's dreams. This groundbreaking concept encompasses a captivating content series and an innovative product line.
Based on a recent global study involving over 23,000 children, it was discovered that a significant number of kids (69%) are grappling with complex emotions like stress and loneliness in their daily lives. A quarter of them (24%) attribute these feelings to world events or social media. Sleep experts emphasize the vital role dreams play in helping children process their emotions and unleash their imagination. Confirming this, two-thirds of the children surveyed agreed that dreams are crucial and contribute to their daytime creativity (68%).
To bring the spirit of creativity to life, LEGO DREAMZzz was meticulously tested by thousands of children worldwide before its eagerly anticipated TV show premieres on May 15th. Alongside the show, an extraordinary range of LEGO products will be launched, promising an immersive entertainment and play experience that empowers children to embrace the limitless potential of their imagination.
Embark on an Epic Dream Adventure with LEGO DREAMZzz
The heartwarming LEGO DREAMZzz series follows the thrilling exploits of Mateo, Izzie, Cooper, Logan, and Zoey, a group of school friends who join a top-secret agency. Together, they harness the power of imagination to journey into the Dream World and confront the fearsome Nightmare King.
Launching with 10 captivating episodes on May 15th, LEGO DREAMZzz will be accompanied by an exciting lineup of LEGO products. Moreover, fans can look forward to additional episodes starting in August 2023, keeping the dream-filled excitement alive.
Cerim Manovi, the Creative Director for LEGO DREAMZzz, expressed his enthusiasm, stating, "LEGO DREAMZzz is our first-ever concept that celebrates the enchanting realm of dreams and explores what happens when dreams become reality. It showcases how ordinary children can become extraordinary when their creative imaginations are unleashed. Our goal is to empower kids to bring their wildest dreams to life and embrace the extraordinary power of their imagination. This is just the beginning of an incredible journey!"
Get ready to dive into the world of dreams with LEGO DREAMZzz and unlock the boundless wonders of creativity.
Introducing LEGO® DREAMZzz™: Unlocking the Power of Dreams for Creativity and Well-being
The LEGO Group is excited to unveil the groundbreaking LEGO® DREAMZzz™ theme, which not only sparks imagination but also delves into the profound connection between dreams and children's emotional well-being. Developed alongside extensive global research involving children aged 6-12 from 29 countries, this initiative explores the psychology of dreams, their impact on processing emotions, and the vital role of play in fostering creativity.
The research findings shed light on the prevalence of complex emotions among children, with nearly one in five (22%) experiencing more nightmares due to stress or loneliness. Surprisingly, over half of the children (55%) admit that nightmares affect their daily lives, including school, where the boundaries between dreams and reality can blur.
Interestingly, the study also reveals that the time spent playing directly influences children's dreams, with a staggering 63% reporting a connection. Dreams are predominantly associated with positive emotions, as 86% of children experience happiness while dreaming. Moreover, a significant number (68%) believe that joyful dreams enhance their creativity during the day, serving as a source of inspiration for new ideas.
Collaborating with the LEGO Group on this research, psychologist and behavioral sleep expert Dr. Shelby Harris highlights the importance of nurturing children's imagination and creativity. She emphasizes that as kids grow older, societal pressures often restrict their imaginations, making it crucial to encourage free play and creativity in today's world. The research unequivocally demonstrates that children who have ample time for free play experience dreams more frequently, leading to increased happiness and imaginative thinking. LEGO® DREAMZzz™ perfectly embodies these principles, showcasing how the stuff of dreams can manifest in reality and empower children to unlock their full creative potential.
Join the LEGO® DREAMZzz™ Adventure as a Chief Dream Creator!
To celebrate the launch of LEGO® DREAMZzz™, the LEGO Group is offering an unprecedented opportunity for children to become Chief Dream Creators. Selected participants will be flown to Denmark, the home of the LEGO Group, where they will take part in exclusive workshops centered around LEGO® DREAMZzz™.
As Chief Dream Creators, these children will champion the creative power of dreams within the company and inspire young people worldwide with the positive impact of dreaming.
Children aged 6-12 are encouraged to submit their dream creations, either a LEGO build or a drawing, showcasing a creature or vehicle they have dreamt of that incorporates brick building. The submission should include a short description, including the creation's name, its unique abilities, and why it excited them in their dream.
Entries will officially open from May 20th to June 20th. For more information, visit LEGO.com/dreamzzz.
Get Ready for Dream-filled Fun!
The launch of LEGO® DREAMZzz™ will be celebrated with a series of global activities designed to celebrate the creativity of dreams. Here's what's in store:
- Captivating 3D billboards featuring dream creatures will grace Tokyo, New York, and London, bringing the dreamworld to life in these iconic cities.
- Join the exciting 'Dream Creature Hunt' across LEGO stores, the website, LEGOLAND®, and a special edition of the LEGO Life Magazine. Children can search for and share their discovered Dream Creatures to earn badges and rewards in the LEGO Life app from May to August.
- LEGOLAND® Parks and LEGOLAND® Discovery Centers will immerse guests in the world of their wildest dreams with a brand-new and exclusive LEGO® DREAMZzz™ 4D movie and a host of dream-themed events. Engage in building activities, enjoy giveaways, capture memorable photos, and experience the magic of the 4D movie and much more.
- Look out for the special themed edition of the free LEGO Life Magazine in July, featuring a LEGO® DREAMZzz™ cover, entertaining activities, and a delightful poster.
- Throughout the summer, a 16-page LEGO® DREAMZzz™ comic will be available as an insert in various LEGO Magazines. It can be found in select LEGO stores, LEGOLAND® Parks, and LEGOLAND® Discovery Centers. Additionally, curious readers can look forward to a range of activity and fiction books, as well as a bi-monthly LEGO® DREAMZzz™ magazine.
Starting from May 15th, the LEGO Life app will introduce six new LEGO® DREAMZzz™ Non-Player Characters (NPCs) that engage and challenge children with exciting activities. These NPCs will also interact with children's uploads, inspiring them as they explore the enchanting LEGO® DREAMZzz™ world. Additionally, children can watch the full episodes and indulge in a wealth of supplementary content for free on the new lego.com/kids streaming platform. The immersive experience allows them to delve deeper into the fascinating characters and explore the various dream realms.
Mark your calendars for May 15th, 2023, when the LEGO® DREAMZzz™ series premieres on the LEGO YouTube channel. Prepare to embark on an extraordinary adventure where dreams come to life, imagination knows no bounds, and creativity flourishes.