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Step Into The Dream World with 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. Below is the full press-release.

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. Below is the trailer.

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!”

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 say 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 behavioral 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.”

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 from May 20th to June 20th, and more information can be found at the LEGO DREAMZzz section of the Online LEGO Shop.

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 . 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.

The list of LEGO DREAMZzz sets is as follows:

What do you think? How do you like LEGO DREAMZzz? Feel free to share your thoughts and discuss in the comment section below!

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{ 12 comments… add one }
  • Undercover AFOL May 3, 2023, 11:15 AM

    Wow! These are crazy creative! Reminds me of the first LEGO Movie sets.

  • Håkan May 3, 2023, 12:06 PM

    Pretty cool. I like the concept, although I’m not sure if I’ll buy much more than snagging a few hair pieces separately, myself.

    I have to consider time, space and money to keep some priorities reasonably straight…

  • Robert McArthur May 3, 2023, 12:27 PM

    Looks interesting but I’m not sure if I would buy any. I hope this new theme doesn’t come at the cost of replacing another theme such as Monkee King.

  • Sith015 May 3, 2023, 9:57 PM

    Guys, go to the website and scroll down. There is a flying city! I bet that is going to be a set in the next wave!!

    • Master Builder May 3, 2023, 10:09 PM

      Ha! You could be right! But it’s also too similar to Ninjago city and other similar sets. By the way, there is a new large Ninjago City set coming. I think it’s called Ninjago City Market.

      • Håkan May 4, 2023, 7:38 PM

        I might have gotten a torso from that set from an online Pick-A-Brick order by mistake roughly a month ago.

        The torso is in medium azure, looking something like a shop shirt, on the front to the left there’s a name tag with the Ninjagon writing for HI, and on the left there’s a logo looking something like a mix of a C, a shooting target and a jellyfish. On the back, there’s the same logo in fuller size.

        There are few civilians in the upcoming Ninjago sets, it seems, but it might possibly stem from the D2C set 71799 Ninjago City Market. There was an ice cream vendor named Hai in 71741 Ninjago City Gardens, so possibly he is bound to make a return.

        • Håkan May 9, 2023, 7:20 AM

          Now official images have been revealed, and I can actually see my leaked torso, there, on the woman in the green elevator thingie. I don’t know the character’s name, however.

  • AdamZ May 3, 2023, 10:36 PM

    Fantastic hair pieces. I see some other special elements too. I wonder if they will show up in bricks and pieces. I like the series, I think it’s creative, but I might wait for the later sets.

  • mr. marmelade May 3, 2023, 10:44 PM

    It reminds me of the old lego universe game. I always wished they made that into sets! There is a lot to like here. I might pick up a couple of them.

  • Ray May 4, 2023, 10:19 AM

    I too am reminded by some of the Lego Movie sets in the way that 2 builds with the same pieces (though to a much lesser extent here) is explicitly called out on the box. This really pushes towards one of Lego’s main strengths: you’re supposed to build and rebuild. I know as adults we tend to treat Lego like model kits that you build once, but I remember as a kid taking sets apart just so I could put them together again. Alternate builds really help with that play pattern. (I also remember back in the 80s-90s when the back of the box would should some possible alt builds, yet not provide instructions for them, which was frustrating.)

    I know that kids toys are always focus grouped to hell and back, but it still seems a little off-putting to hear about it. That and all the psychology and research that went into the theme’s entire concept. Though I realize this press release is not intended for the people playing with the sets (kids or AFOL) or even the people buying the sets (parents) but rather for the retail store chain purchasing managers that need to be sold on committing shelf space across the country to one toy line over another. But yeah, it sucks the life out of the fun to hear about all the science and benefits of dreams, rather than saying that the dream theme allowed the Lego designers to come up with a variety of eclectic and fanciful sets within one unified theme.

    “Dream world” themed fiction is not new, and it certainly need not have taken worldwide research into the creativity and stress levels of children to come up with this. It just makes them sound like they are trying too hard. Though again, yes, intended for retail chain purchasers who presumably have themselves been trained to look for this type of babble. All they really need to do is answer “Is it fun and will parents buy it for their kids?” rather than “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.” If you’re going to go THERE, I think what today’s parents really want are things that keep their kids away from screens, and if you really want to take a deep dive, people will probably argue that kids were more well-rounded when they played outside all day with friends and sticks and tin cans and mass-produced toys didn’t exist yet.

    • Thita (admin) May 5, 2023, 10:20 AM

      Thoughtful comment, Ray, thanks for sharing. I normally just ignore the corporate talk in press releases like this. As you pointed out, it’s mostly meant for retailers. But I do like to read about some of the research they are doing and I appreciate that LEGO spends a tremendous amount of time and money on research and getting feedback from their various customer bases. Their stats are always interesting. Sometimes the results seem obvious, at other times it’s a surprize. Like LEGO Friends. 😀

  • Legostuff14 May 5, 2023, 7:35 PM

    I like it because it’s just Pure Imagination. So, it can go with any theme. I’m thinking a continuation of hidden sides. I mean after all scary things at night is part of nightmares . It’s just another variation of scary things or Things That Go Bump in the night. I’m all for it.👻

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