LEGO is launching a brand-new theme, DreamZzz, which the company says is designed to help kids process complex emotions by engaging with the things they imagine in their dreams, whether nightmares or happy dreams.
The theme will be accompanied by an animated show that will stream on LEGO’s YouTube channel. The first 10 episodes will be available starting May 15, followed by an initial launch of 10 sets and the remaining 10 episodes of the first season in August 2023. A second season of the show is slated for 2024.
LEGO invited Fan Media including the Brothers Brick to a panel presentation on the new theme. There is a lot to cover here – twenty 22-minute episodes in the first season of a series with a second season already planned, an additional ~300 minutes of short-form content, ten sets (so far), and a four-year process to develop this theme. So we’re going to give you a quick overview, give some insight into the theme from LEGO’s panel and press materials, predict some fan questions, and then get to the set pictures!
What’s the story in two sentences?
DreamZzz follows a group of middle school students who are drawn into the Dream World and discover that their science teacher is a member of the Night Bureau. They must learn how to use their Dream Crafting powers, become Dream Crafters, and help to protect the world of dreams from the Nightmare King.
Where did this come from?
LEGO shared two things that seem like the core of where this came from: first, they set out “to build a brand new homegrown IP (Intellectual Property) anchored in what the LEGO Group is uniquely good at: building & story,” and, “the way you address nightmares is to try to teach kids to take control of their dreams”. They started out with the first quote, narrowed down a large number of ideas until eventually settling on dreams, and started a research process that resulted in the second quote.
An aside: it’s very clear in how LEGO talks about DreamZzz just how successful and influential Ninjago continues to be for how LEGO thinks about developing themes. First of all, there’s that brief — a new homegrown IP, of which Ninjago is the most successful example. And at various times during the panel, speakers talked about “not wanting to make Ninjago for dreams,” and, “making the set design distinct from Ninjago.” All of which makes it even more interesting that the countdown page for the release of the first 10 episodes currently features … Ninjago characters having dreams!
Is there a unique feature of the sets? Is it an app? Please tell me it’s not an app.
It’s not an app! There is no Vidiyo or Hidden Side-style augmented reality integration. However, yes, there is something unique to the theme: each set has two alternate builds, but unlike 3-in-1 sets, the first 50%-80% of the build is the same — and importantly, when you get to that point, you will already have a model that you can play with. Then you have two choices on how to finish the build with the remaining pieces. For example, the Nightmare Shark Ship can be built as a flying ship with sails and jet engines, or a huge vehicle with wheels and giant blasters mounted on the deck. LEGO shared their research that 3-in-1 sets often get built only once because younger kids are demotivated by having to take apart the entire set. The DreamZzz sets let you switch up the build with only ~30% of the parts.
I see new pieces!
Oh yes you do. We’ll cover these in more detail when we get our hands on the sets, and some of them will undoubtedly be covered sooner – they’re showing up in Donkey Kong and other just-announced sets. One favorite to call out: Mrs. Castillo is giving us a little-old-lady minifigure mold, and we are here for it (and when will we get a Yoda using it!?).
Sorry, did you say mushrooms?
Yes. There are portals, space monkeys, and mushrooms. The mushrooms seem to come in multiple varieties, along with other plants and potions, and are involved in powering the spacebus? When asked, LEGO said that any hallucinatory angle had not come up during development of the theme. Obviously, 6-year-olds are extremely unlikely to infer anything here, but adults are going to see what they see, and if LEGO hasn’t even considered the angle, that’s surprising.
Now let’s get to what you’ve been waiting for, the set previews.
71453 Izzie and Bunchu the Bunny | 259 pieces | Available August 2023 | US $20.99 | CAN $24.99 | UK £18.99
71454 Mateo and Z-Blob the Robot | 237 pieces | Available August 2023 | US $20.99 | CAN $24.99 | UK £18.99
71455 Grimkeeper the Cage Monster | 274 pieces | Available August 2023 | US $37.99 | CAN $49.99 | UK £31.99
71456 Mrs. Castillo’s Turtle Van | 434 pieces | Available August 2023 | US $47.99 | CAN $59.99 | UK £42.99
71457 Pegasus Flying Horse | 482 pieces | Available August 2023 | US $52.99 | CAN $64.99 | UK £46.99
71458 Crocodile Car | 494 pieces | Available August 2023 | US $62.99 | CAN $79.99 | UK £57.99
71459 Stable of Dream Creatures | 681 pieces | Available August 2023 | US $84.99 | CAN $99.99 | UK £74.99
71460 Mr. Oz’s Spacebus | 878 pieces | Available August 2023 | US $99.99 | CAN $119.99 | UK £84.99
71461 Fantastical Treehouse | 1,257 pieces | Available August 2023 | US $104.99 | CAN $139.99 | UK £94.99
71469 Nightmare Shark Ship | 1,389 pieces | Available August 2023 | US $139.99 | CAN $179.99 | UK £119.99
Here’s the official press release from LEGO.
CALLING ALL DREAMERS
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 is also launching 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
Billund, Denmark – May 2nd 2023: 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 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[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 Centers. 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 on:
· WE: https://youtu.be/tD0T0TYsR6w at 5pm GMT
· US: https://youtu.be/y9Y5ZvC-MHg at 5pm CST
· APAC: https://youtu.be/PlgSF-6x36c at 5pm SGT
· REEMEA: https://youtu.be/ZmGtqp6iUJk at 5pm CET
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’s mainland / Hong Kong SAR, China / Taiwan Region, China, Singapore, Malaysia, Mexico, Canada, Brazil, Belgium, Netherlands, Sweden and Portugal.
