The LEGO Group brings to life the limitless creative power of children’s dreams in LEGO® DREAMZzz™

Today, 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. This is the first theme to be truly inspired by the way children dream, after global research finds two in three children globally say dreaming helps them be more creative.

The 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 15 May. The launch will be followed by an accompanying product range in August, creating an incredible entertainment and play experience that puts children in the imagination-powered driving seat.

The theme’s launch will also see The LEGO Group announcing a world-first opportunity to appoint a group of children as its first ever Chief Dream Creators, who will use the creativity and imagination of their dreams to inspire the company.

Step Into the Dream World: Introducing LEGO® DREAMZzz™

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™ 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 LEGO® DREAMZzz™. “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!”

LEGO® DREAMZzz™ will launch with 10 episodes on 15 May and be accompanied by a brand-new product range and further episodes from August 2023.

Global Research Shows Importance of Dreaming for Creativity

LEGO® DREAMZzz™ was developed by The LEGO Group alongside in-depth global research of children aged 6-12 years old from 29 different 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 global research of over 23,000 children has found almost seven in ten (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, psychologist and behavioural sleep expert Dr Shelby Harris who is working with The LEGO Group on the research shared that dreams can play a key 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%).

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. Dreaming is a universal phenomenon generally welcomed by children across the globe. With more stress and demands in their daily lives, encouraging free play and creativity is important in today’s world. The research has clearly shown that kids that have access to free play time increases their 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.”

Specifically in Malaysia and out of 1,000 children surveyed, the research also revealed that three in five (58%) children believe dreaming is important. In addition, three in four (73%) say dreaming helps them explore their creative imagination, and the same proportion say when they have happy dreams it helps them to be more creative (74%), and 66% say it gives them ideas for things in their life whilst awake. Two thirds (68%) believe it helps them think differently. Additional statistics specific to Malaysia can be found in the Annex.

Apply Now: Join the LEGO Group’s Team Of Chief Dream Creators!

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 take part in several LEGO® DREAMZzz™ workshops that have been created to champion the creativity of dreams and inspire the company.

As a Chief Dream Creator, the children’s role will be to champion the creativity of dreams within the company and spread the positive creative aspects dreaming can have for young people around the world.

Children aged between 6-12 years old will be encouraged to submit their own dream creation – a picture of either a LEGO build they’ve made themselves or a drawing – showing a creature or vehicle they have dreamt of that incorporates brick building. Their dream creation should be accompanied by a short description relaying what their creation is called, what it can do, and why it excited them in their dream.

Join the Fun

The LEGO Group will be celebrating the launch of LEGO® DREAMZzz™ with a range of activities designed to champion the creativity of dreaming. These activities include:

• LEGOLAND® Parks and LEGOLAND® Discovery Centers invites guests to enter the world of their wildest dreams with the launch of their new and exclusive LEGO® DREAMZzz™ 4D movie and events1. Take part in the fun activities at LEGOLAND® including everything from build activities, give-aways, photo opportunities, 4D movie and much more.
• On 15 May, we’ll launch six new LEGO® DREAMZzz™ Non-Player Characters (NPCs) in the LEGO Life app. The NPCs will share activities that upskill and challenge children. Plus, with the support of our Community Engagement teams, the NPCs will also post comments to hundreds of children’s uploads every day to inspire them whilst exploring the new LEGO® DREAMZzz™ world.

LEGO® DREAMZzz™ series is available to watch on the LEGO YouTube channel from May 15th, 2023, 5pm, and will be uploaded to the playlist. Viewers can also save the YouTube playlist and stay tuned to future episodes.

LEGO® DREAMZzz™ Products

*The determination of the retail price(s) is at the sole discretion of the distributor or retail partner.

About the ‘Dreams Research’ 2023:

Dreams Research was conducted by Opinium Research amongst 23,000 children aged 6-12 in US, UK & IRE, France, Germany, Austria, Switzerland, Spain, Italy, Denmark, Czech Republic, Poland, Hungary, Czech Republic, Türkiye, Romania, United Arab Emirates, Australia, South Korea, Japan, China, Hong Kong, Taiwan, Singapore, Malaysia, Mexico, Canada, Brazil, Belgium, Netherlands, Sweden and Portugal.

Key ‘Dreams Research’ 2023 findings:

• Global (23,000 participants):
• More than two in three (68%) children believe dreaming is important.
• Two in three (67%) say dreaming helps them explore their creative imagination
• 68% say when they have happy dreams it helps them to be more creative and 64% say it gives them ideas for things in their life whilst awake.
• More than half (56%) also believe it helps them think differently.
• Nine in ten (93%) children who dream enjoy doing so with a quarter (25%) saying they always enjoy their dreams and two in three (68%) sometimes enjoying them.
• Three in four (76%) also say there are times when they’ve enjoyed their dreams so much they haven’t wanted to wake up or have tried to fall back to sleep to continue them.
• Two in five (41%) children sometimes write down or draw what they’ve dreamt about, while three in four enjoy talking about what happens in their dreams with friends or family (78%).
• Nine in ten children (97%) get free play time every day and of those that do almost two in three (63%) believe this free play time changes their dreams.
• The most common feelings described when dreaming are funny (33%), adventurous (31%), and curious (31%). Other feelings include being excited (27%), afraid (20%) and creative (19%).

• Malaysia (1,000 participants):
• Almost three in five (58%) children believe dreaming is important.
• Almost three quarters (73%) say dreaming helps them explore their creative imagination
• 74% say when they have happy dreams it helps them to be more creative.
• 66% say dreaming has given them ideas for things in their life whilst awake.
• Over two thirds (68%) believe it helps them think differently.
• The vast majority (95%) of children who dream enjoy doing so, with a fifth (21%) saying they always enjoy their dreams and three quarters (74%) saying they sometimes enjoy them.
• Three in four (77%) say there are times when they’ve enjoyed their dreams so much they haven’t wanted to wake up or have tried to fall back to sleep to continue them.
• Three in four (77%) say there are times when they’ve enjoyed their dreams so much they haven’t wanted to wake up or have tried to fall back to sleep to continue them.
• Over two fifths (44%) of children sometimes write down or draw what they’ve dreamt about, while four fifths enjoy talking about what happens in their dreams with friends or family (82%).
• Nine in ten children (97%) get free play time every day and of those that do, over three quarters (77%) believe this free play time changes their dreams. Some report it makes their dream happier (35%), more imaginative (28%) or makes them have more dreams (27%), though others say it makes them have less dreams (16%) or scarier dreams (6%).