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. 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!

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!”

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. 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.

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.

Entry officially opens on 20 May to 20 June, and more information can be found at the official website here. The LEGO Group will be celebrating the launch of LEGO DREAMZzz with a range of activities designed to champion the creativity of dreaming.

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 events. 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.