LEGO Group Encourages Kids to Master Dream Crafting with New LEGO DREAMZzz Episodes
(IN BRIEF) The LEGO Group is launching the final episodes of its LEGO® DREAMZzz™ series, focusing on the concept of “dream crafting,” where children can guide and shape their dreams using creativity. A new global study reveals that only one-third of children actively practice this skill, and the LEGO Group aims to educate parents and kids on how to develop these abilities. The company highlights three techniques—Dream Play, Imaginal Play, and Active Play—to help children harness their imagination for cognitive and emotional benefits. New LEGO DREAMZzz sets are also available, inspired by the dream crafting concept.
(PRESS RELEASE) BILLUND, 2-Sep-2024 — /EuropaWire/ — As The LEGO Group, a Danish privately held toy production company founded in 1932, gears up to release the final 10 episodes of the second season of LEGO® DREAMZzz™ “Night of the Never Witch,” the company is highlighting the power of dreams and imagination in children’s development. A new global study reveals that only one-third of children are actively practicing “dream crafting”—a concept central to the LEGO DREAMZzz series, where characters use their creativity to shape and control their dreams.
The LEGO Group aims to educate parents and children on how to harness this unique ability through three key techniques: Dream Play, Imaginal Play, and Active Play. These methods, developed with insights from Dream Psychologist Ian Wallace, help children build the real-world skills needed to guide and transform their dreams, offering a range of cognitive and emotional benefits.
Cerim Manovi, Creative Director for LEGO DREAMZzz, expressed the company’s mission to bring the creativity and imagination of “dream crafting” into children’s everyday lives, turning bedtime into an adventurous playground. The LEGO Group also continues to celebrate the power of dreams through its latest LEGO DREAMZzz sets, now available worldwide.
The new episodes of LEGO DREAMZzz will be available starting September 6, 2024, on various platforms including LEGO YouTube and LEGO.com.
Notes to Editors
DISCLAIMER: The information provided on “dream crafting” is for general information purposes only and is not intended to be a substitute for professional medical advice.
For more information, please contact: media@LEGO.com.
(1) Independent research was conducted by Opinium on behalf of the LEGO Group, from 24th June 2024 to 17th July 2024, among kids aged 6-12 years old and their parents across ten global markets including; UK & ROI (n=1,000), Germany (n=1,000), Romania (n=500), Poland (n=1,000), Australia & New Zealand (n=1,000), South Korea (n=1,000), China (n=1,000), US (n=1,000) and Mexico (n=1,000).
(2) Analysis provided by Ian Wallace, Dream Psychologist, who shared his expert perspective on the importance that dreaming has on stimulating kids’ creativity and how parents / kids can guide their dreams through real-life activities.
About the LEGO Group
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.
Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide. For more information: www.LEGO.com
Ian Wallace Biography
Ian Wallace is a psychologist who specialises in dreams and dreaming. Since graduating in Psychology, Ian has analysed over 400,000 dreams for his clients during his professional career as a dream psychologist.
His experience and insight from this work leads Ian to believe that exploring our dreams is the most powerful and accessible way to realise what we want in life and how to achieve it. As Ian says to his clients, “A dream is just a dream until you put it into action.”
Media enquiries
E-mail: media@LEGO.com
SOURCE: LEGO System A/S
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