LEGO wants to inspire kids to keep building – even when they’re asleep
The LEGO Group has launched a campaign to encourage kids to keep on creating – even in their dreams.
To celebrate the release of LEGO DREAMZzz Night of the Never Witch’s final 10 episodes, the LEGO Group has launched a new campaign all about how children can learn to change their own dreams, just like the LEGO DREAMZzz characters can in the animated series. In fact, around half (57%) of children aged 6 to 12 are already aware of their ability do so, according to a new study conducted by the LEGO Group.
In LEGO DREAMZzz, this skill is known as ‘dream craft’ but it’s a real-life ability that can be learned. Much like how Mateo, Izzie, Cooper, Logan, and Zoey use the power to change various objects or scenarios in their dreams using their creativity, 41% of kids said they are able to consciously change their dream when it’s turning into something they fear and 38% guide their dream if they simply don’t like what they are dreaming of.
Dream Psychologist Ian Wallace has analysed over 400,000 dreams across his 30 years of research. He explained to the LEGO Group that children can guide their dreams through three methods: Dream Play, Imaginal Play and Active Play.
The first method, Dream Play, involves exploring and analysing an image from a dream, preferably as the child is waking. This is done by reimagining the dream in various scenarios. As the child does this, they will realise that they have power over the images that they are creating in their mind and can explore different ways of how they feel about those images.
Imaginal Play focuses on the child playing around with a remembered image from a dream once they’ve awoken. As a parent, you can encourage the child to imagine various aspects of a scene in their dream, such as its surroundings, inhabitants and possible elements within it.
Finally, Active Play takes this further by inviting the child to reconstruct and enact imagery from their dreams, using creativity to build comparisons and resemblances through role play. This hands-on approach deepens emotional connections and strengthens their imaginative skills, which shows kids how their creativity can guide their dreams into whatever they want.
Using these methods of ‘dream craft’ is believed to enhance children’s creativity and confidence by encouraging them to experiment, play and explore using their imagination. This in turn helps them boost problem-solving abilities, explore their inner thoughts, and boost their own self-identity and emotional resilience.
“As we release the final episodes of LEGO DREAMZzz Season Two Night of the Never Witch, our mission is still to inspire kids and families on how to bring the creativity and imagination of “dream crafting” into their daily lives and into their play time.” said Cerim Manovi, Creative Director for LEGO DREAMZzz franchise. “At the LEGO Group, we celebrate dreaming as the awesome and tangible playground for children to freely explore and witness their creative powers, so let’s turn bedtime into an adventure full of possibilities!”
LEGO DREAMZzz Night of the Never Witch Season Two (Part Two)’s last 10 episodes will be available to watch from September 6 via LEGO YouTube, LEGO.com and streaming platforms. Season One and the first 10 episodes of Season Two (Part One) are available on LEGO YouTube now.
LEGO DREAMZzz sets based on Night of the Never Witch Season Two
| LEGO set | Price | Pieces | Release date |
|---|---|---|---|
| 71478 The Never Witch’s Midnight Raven | £89.99 / €99.99 / $99.99 | 1,203 | August 1, 2024 |
| 71479 Zoey’s Cat Motorcycle | £17.99 / €19.99 / $19.99 | 226 | August 1, 2024 |
| 71480 Logan the Mighty Panda | £24.99 / €29.99 / $29.99 | 342 | August 1, 2024 |
| 71481 Izzie’s Dream Animals | £34.99 / €39.99 / $39.99 | 328 | August 1, 2024 |
| 71483 The Never Witch’s Nightmare Creatures | £39.99 / €44.99 / $44.99 | 457 | August 1, 2024 |
| 71484 Cooper’s Robot Dinosaur C-Rex | £69.99 / €79.99 / $79.99 | 917 | August 1, 2024 |
| 71485 Mateo and Z-Blob the Knight Battle Mech | £114.99 / €129.99 / $129.99 | 1,333 | August 1, 2024 |
| 71486 Castle Nocturnia | £169.99 / €199.99 / $199.99 | 1,742 | August 1, 2024 |
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