Introducing LEGO DREAMZzz
Posted by CapnRex101,
Following months of anticipation, the next LEGO original theme has been officially announced:
The LEGO Group brings to life the limitless creative power of children’s dreams
in its new theme, LEGO DREAMZzz
Step into the dream world with LEGO DREAMZzz, the first theme from the LEGO Group to be truly inspired by the way children dream, after research finds two in three children globally say dreaming helps them be more creative.
LEGO DREAMZzz launches worldwide on May 15th, with new content episodes airing globally, and more exciting episodes and products to follow in August.
The LEGO Group has today 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 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%).
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 15th. 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: 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 will launch with 10 episodes on May 15th and be accompanied by a brand-new product range and further episodes from August 2023.
“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!”
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 research revealed of those experiencing complex emotions, such as stress or loneliness, almost one in five (22%) report having more nightmares as a result. More than half of children (55%) say nightmares affect the rest of their day, including school, where the dream and real-worlds can evidently collide.
In fact, 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 they’re awake. Around two thirds (68%) of children saying that happy dreams help them to be more creative in the daytime and almost the same amount (64%) 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. 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.”
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.
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.
Entry officially opens on May 20th to June 20th, and more information can be found at LEGO.com/dreamzzz.
Join the Fun
The LEGO Group will be celebrating the launch of LEGO DREAMZzz with a range of global activities designed to champion the creativity of dreaming. These activities include:
- Launching three 3D billboards in Tokyo, New York and London, each featuring a distinct creature from the dreamworld that is escaping into the respective city.
- Inviting children on a 'Dream Creature Hunt' across LEGO stores, website, LEGOLAND and a special edition of the LEGO Life Magazine, where they can look for – and share – their found Dream Creatures to win a badge and rewards in the LEGO Life app between May and August.
- LEGOLAND Parks and LEGOLAND Discovery Centres invites guests to enter the world of their wildest dreams with the launch of their new and exclusive LEGO DREAMZzz 4D movie and events[1]. Take part in the fun activities at LEGOLAND including everything from build activities, give-aways, photo opportunities, 4D movie and much more.
- Look out for the special themed edition of the free LEGO Life Magazine in July featuring a LEGO DREAMZzz themed front cover, fun activities and a poster.
- A 16-page LEGO DREAMZzz comic will also be available throughout the summer as insert in the many different LEGO Magazines, including the free LEGO Life Magazine, in select LEGO stores, and in select LEGOLAND Parks and LEGOLAND Discovery Centres. Later in the year, a range of activity and fiction books as well as a bi-monthly LEGO DREAMZzz magazine will also be offered to curious readers.
- On May 15th, 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.
- On top of being able to watch the full episodes and heaps of additional spin-off content for free on the new lego.com/kids streaming platform children will also be able to explore an immersive experience where they can learn more about characters and explore the different dream realms.
LEGO DREAMZzz series is available to watch on the LEGO YouTube channel from May 15th, 2023.
[1] LEGOLAND event activities and 4D movie launch dates may vary by location. Please visit your local LEGOLAND Park or LEGOLAND Discovery Centre website to learn more.
We will be publishing more information about the theme throughout the day, so keep an eye on Brickset!
Are you interested in DREAMZzz, based on the announcement? Let us know in the comments.
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54 comments on this article
Say what?
i feel like lego only announced this today becuase the sets were all leaked
Im so hyped for this series.
Lets hope the writing will be solid in the show.
The scary dude and the shark ship look vary intriguing. They would potentially fit with Nightmare Doby as part of my Halloween display. ;)
OK so I doubt I'm the target audience for this, either the show or the sets, but that shark ship...OMG. That's fantastic. Here's hoping this line gets crazy fun and is a hit with kids.
Looks like fun - seems to align with my own daughter's experiences, too. And a Lego show that is on a channel that people can actually access (I hope it shows up on YouTube Kids)!
Be interesting to see how the sets encourage creativity: I hope it's not just fixed models, which would seem to defeat the purpose.
That is a lot of information to digest, I will probably process it all in my dreams tonight.
I wish we could get a normal theme once in a while
A surrealist theme that looks like a hybrid of Hidden Side and Time Cruisers with the design quality of early Monkie Kid sets. This is glorious. Bravo LEGO
App-usage notwithstanding, I'm getting Nexo Knight vibes from the sets.
I am NOT buying another theme....wait, is that a mech bunny? Dangit.
Some funky sets in this them. For example, that ship is very unique. Scary sets, too. That cell in the creature’s torso as if it were its rib cage.
@legomanijak said:
"I wish we could get a normal theme once in a while"
It would be really cool if we got a theme involving a city.
Oh boy, sleep! That's where I'm a viking!
@legomanijak said:
"I wish we could get a normal theme once in a while"
City says hello. Im glad Lego is back to zany self.
I have waited long for this.
Looks fun, but I am always a bit wary of buying into new lines, especially with how many end prematurely or within a year.
The cage monster guy and the Space-Bus are my favorite sets in the wave. Truth be told, I don't mind any set from this theme so hopefully this catches on for a few years, instead of dying a slow, painful death in the clearance section like Vidiyo. It's not tied into a mediocre, buggy mobile app so it has that going for it as well.
This range looks completely bizarre.
I love it.
I just hope the prices are decent.
Time Cruisers 2.0 with Elves thrown in for good measure. Love it.
HUGELY excited! Not one bad set! Want them all!!!
I love it when Lego steers away from existing IPs and makes their own!
Hmm. Intriguing. Some DNA from LEGO Universe (maybe just the composition of the poster), The LEGO Movie and Vidiyo (something in the shape of the vehicles), Elves (the cottage), the latest Ninjago (well, just the use of trans-pinkish by the adversaries), Hidden Side (team vs spooky creatures). And Mythica, maybe? No, just something about the logotype and the prominence of the leaping owl-griffon.
That's an interesting new flag-fin element -- rounded, dual-molded(?) for partial transparency, with ovoid bumps. Yellow on the flying turtle-van, green on the house, pinkish on the shark-ship. We've had elements of that ilk at least since ExoForce and Bioncle II.
Imagine a mash-up of Dreamzzz and Gabby's Dollhouse: there's TLM3 right there!
Don't believe a word of the official fluff about it being based on how kids dream. That reads like a complete load of hogwash.
That said however, I'm loving the asthetics of these sets. Especially the 'nightmare' stuff.
So what fulfils the “creativity is a superpower!” gimmick the press release mentions more than normal Lego does? Is it just the cool wacky designs the sets seem to have it is there some transformation aspect like the Hidden Side and some Monkie Kid sets had?
The Nightmare King has shades of Sauron and the nazgul.
@fluffy39126 said:
"i feel like lego only announced this today becuase the sets were all leaked"
The 2nd of May has been the scheduled announcement date for at least five weeks. The leaks presumably occurred because information was being distributed to retailers in the last day or two, in advance of the announcement.
Comic? Somebody mentioned a comic! ;-)
This looks like a very fun theme. If I had the space for it I'd definitely try to collect them all.
Cooper seems to be inspired by Flash Gordon. I was hoping they would include him in the Spacebus set.
I also thought mr. Oz would be the monkey, but he's called Albert. He also looked like a mini figure in Zane's dream, but it seems like that can be realized easily.
This could work out reasonably well with it's target audience, or it could end up being another Galidor-level fail. Time will tell I guess.
I hope it does do well. But looking at the Aus pricing, don't think I'll be getting any of these sets.
@lordofdragonss said:
"Im so hyped for this series.
Lets hope the writing will be solid in the show. "
I do enjoy the trailer! :-)
https://www.youtube.com/watch?v=5N9jij7F7kE
An aerial duel between the shark ship and the upcoming Destiny's Bounty would be glorious.
Wow.
I mean that nonsense about them caring about the dreams of religiously oppressed children is hot garbage, but those sets look pretty incredible.
I prefer Fabuland theme to Lego Dreamzzz (even though I have no any Fabuland sets).
If these are what some kids dream of, we should worry about the future of humanity :)
Amazing. I love their reasons for the themes; their research and the psychology of it. Trying to make the modern world a better place for children is lovely.
Two nights ago, I dreamed that while I used the public toilet at the mall after making a large purchase at the Lego Store, someone stole my Lego Batmobile and Lego Batwing from behind me and mall security refused to review the security camera footage to see who did it.
I refuse to incorporate that dream into my play time/build time! :(
This is awesome for several reasons:
1) New original theme. The thing that makes LEGO great
2) Conception of the theme based on survey of childrens psychology - that is surprising added value here.
3) No app! Great to see that the children are encouraged to play WITHOUT mobile devices, that is what is needed.
All and all, very nice day in the lego history today.
@peterlmorris said:
"Wow.
I mean that nonsense about them caring about the dreams of religiously oppressed children is hot garbage, but those sets look pretty incredible. "
What are you talking about? There isn't a single mention of religion or oppression in the entire press release.
Well, some of these sets will look well with my World.
@Lordmoral said:
"Well, some of these sets will look well with my World."
What have you build? ??
What a load of corporate PR nonsense.
Why can't toy companies just say we're making a theme that we think children will like and make us a lot of money instead of pretending to be for societal good?
@MegaBlocks said:
"What a load of corporate PR nonsense.
Why can't toy companies just say we're making a theme that we think children will like and make us a lot of money instead of pretending to be for societal good?"
what if......... it's both a theme that children will like AND a theme that can benefit their mental health and development???? Shocking, I know, that the world's largest toy company could do both!
“Kids are natural dreamers and experimenters but as they get older, societal pressures begin to confine them and limit their imaginations." Or, as one of my favorite quotes has it, "We don't stop playing because we grow old. We grow old because we stop playing."
“New global research of over 23,000 children has found seven in 10 (69%) are experiencing complex emotions, such as stress or loneliness” You needed a study to tell you that children are human beings with emotions? Does no one at LEGO have kids or remember being a kid?
Why not just say “We asked kids to describe their dreams and nightmares, distilled the descriptions into a bunch of crazy sets, created a cartoon to go with the sets, and we hope you check it out. Enjoy!”
These sets look really cool, TBH.
I'm REALLY looking forward to this line's direction.
"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."
Dangit I'm to old to enter.
I already said just about everything I wanted to on the trailers for this theme a few days back, but I'll reiterate that even as someone who doesn't remember my dreams this has strong Time Cruiser energy and I'm looking forward to what they put out!
Even the style of the instructions look amazing!
Love them all without exception! Not sure I’ll get them all but definitely a few and I’ll be trying to get all the figures.
I love Lego’s own themes, I really relate to what they’re trying to do here, and going back to their original mission:- play for kids but with modern-day stresses also considered - and it’s research based so should be successful. Probably will depend on how well the series goes, although I think the sets alone will stand out in shops for kids.
Can you say "LEGO's version of Midnight Patrol"? https://youtu.be/94S-88sV0dg
I wonder if the writers for the TV show will include subtle homages to "Alice in Wonderland," Lovecraft's "The Dream-Quest of Unknown Kadath," Winsor McCay's "Little Nemo in Slumberland," and "A Nightmare on Elm Street"? The generally smart level of writing in some products ("Ninjago", the DC Superhero features) bodes well, but TLM's media portfolio also includes "Unikitty!"
As someone who's kept a dream-journal since late childhood, I'm well aware of the specific dynamics of dreams. I posit that the practical limitations of TV-budget CGI might reduce the action to standard "commute to a fantastical world where you can magically materialize your desires" rather than embrace the sheer *weirdness* of random dream-logic: Distorted reiterations of recent events. Inconsistent things happen and you accept them uncritically. Knowing things and people for no reason (to suit the scenario). Discontinuities in location. Objects lack permanence. Changes in movement -- trudging through treacle, then swept along. Fly except when unable to. Sudden intense emotions not tied to any objective event. Anxiety about losing teeth, missing the school bus, crashing a car, the death of family members.
The sets look amazing. But for heavens sake what fart huffing fool at Lego thought releasing this blog of unrestrained and pretentious psychobable would in any way help sell their product?
@ha21 said:
"what if......... it's both a theme that children will like AND a theme that can benefit their mental health and development???? Shocking, I know, that the world's largest toy company could do both!"
What if... people didn't fall for all the marketing?
@Lexomatic said:
"I wonder if the writers for the TV show will include subtle homages to "Alice in Wonderland," Lovecraft's "The Dream-Quest of Unknown Kadath," Winsor McCay's "Little Nemo in Slumberland," and "A Nightmare on Elm Street"? The generally smart level of writing in some products ("Ninjago", the DC Superhero features) bodes well, but TLM's media portfolio also includes "Unikitty!"
As someone who's kept a dream-journal since late childhood, I'm well aware of the specific dynamics of dreams. I posit that the practical limitations of TV-budget CGI might reduce the action to standard "commute to a fantastical world where you can magically materialize your desires" rather than embrace the sheer *weirdness* of random dream-logic: Distorted reiterations of recent events. Inconsistent things happen and you accept them uncritically. Knowing things and people for no reason (to suit the scenario). Discontinuities in location. Objects lack permanence. Changes in movement -- trudging through treacle, then swept along. Fly except when unable to. Sudden intense emotions not tied to any objective event. Anxiety about losing teeth, missing the school bus, crashing a car, the death of family members."
Ahem! Don't forget about Hanna-Barbera's "Midnight Patrol: Adventures In The Dream Zone" too as well you know!! ;)