The LEGO Group has revealed LEGO DREAMZzz, an all-new theme that brings to life the creativity of children’s dreams through an epic new content series and product range.
New global research of over 23,000 children has found seven in 10 (69%) are experiencing complex emotions, such as stress or loneliness, in their day-to-day lives, with one in four (24%) citing events in the world or on social media as causes.
However, sleep experts flag that dreams can play a crucial role in helping children process complex emotions and engage their imaginations. Children surveyed agree, with two-thirds reporting that dreams are important and help them be more creative during the day (68%).
This passion for creativity has been brought to life in LEGO DREAMZzz, with the LEGO Group road-testing the content and toys with thousands of children from across the globe ahead of the new TV show launching May 15.
The launch will be followed by an accompanying product range, creating an incredible entertainment and play experience that puts children in the imagination-powered driving seat.
‘Step Into the Dream World: The LEGO DREAMZzz’ series 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 learn to defeat the tyrannical Nightmare King.
LEGO DREAMZzz will launch with ten episodes on May 15, accompanied by a brand-new product range and further episodes from August 2023.
Cerim Manovi, Creative Director for LEGO DREAMZzz, said, “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!”
“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!”
Global research shows the LEGO Group developed the Importance of Dreaming for Creativity LEGO DREAMZzz alongside an in-depth international analysis of children aged 6-12 from 29 countries.
The survey looked at children’s imaginations, the psychology of dreams and their importance in processing emotions, problem-solving and the importance of play for creative experimentation.
The research revealed that of those experiencing complex emotions, such as stress or loneliness, almost one in five (22%) report having more nightmares. More than half of children (55%) say nightmares affect the rest of their day, including school, where the dream and real-worlds can collide.
63% report that the time they spend playing impacts their dreams. Most children (86%) experience positive emotions whilst dreaming, with many reporting they benefit from the after-effects once awake.
Around two-thirds, (68%) of children say that happy dreams help them be more creative in the daytime, and almost the same amount (64%) think of ideas when 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 age, societal pressures begin to confine them and limit their imaginations. Dreaming is a universal phenomenon generally welcomed by children across the globe.”
Shelby later said, “With more stress and demands in their daily lives, encouraging free play and creativity is important today. The research has shown that kids with more play time tend to have a higher frequency of dreams and, as a result, makes them feel happier and more imaginative. 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 Chief Dream Creator.
The chosen participants will be flown to Denmark, home of the LEGO Group, to participate in several LEGO DREAMZzz workshops created to champion the creativity of dreams and inspire the company.
Children aged between 6-12 years old will be encouraged to submit their dream creation accompanied by a short description of what their creation is called, what it can do, and why it excites them in their dream.
Entry officially opens from May 20 until June 20; more information can be found at LEGO.com/dreamzzz.
The LEGO DREAMZzz series is available on the LEGO YouTube channel from May 15th 2023, 21:00 NZDT. Season one will stream on Netflix, Amazon Prime and Cartoon Network from May 15 2023.
