LEGO is getting dreamy.

The LEGO Group is introducing LEGO DREAMZzz, the first content and product theme that is truly inspired by the way kids dream.

New global research of more than 23,000 kids shows that 69% are experiencing complex emotions, such as stress or loneliness, in their day-to-day lives. One in four kids (24%) cite events in the world or on social media as causes. However, sleep experts believe that dreams can play a key role in helping kids process complex emotions and engage their imaginations. Two-thirds of the kids surveyed (68%) agree, reporting that dreams are important and help them be more creative during the day. 

LEGO is bringing this passion for creativity directly to kids with LEGO DREAMZzz. Following the launch of a new TV show on May 15, an accompanying product range dropping in August will create an entertainment and play experience that puts kids in the imagination-powered driving seat.

The LEGO DreamZzzTV show launches on May 15. | Source: The LEGO Group

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. They also must learn how to defeat the tyrannical Nightmare King. 

To celebrate the launch of LEGO DREAMZzz, the LEGO Group is introducing an opportunity for kids to become a Chief Dream Creator. This 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. 

Kids ages 6-12 are encouraged to submit their own dream creation showing a creature or a vehicle they have dreamt of that incorporates brick building. The submission can be either a picture of a LEGO build they’re made themselves or a drawing. They can accompany their dream creation by a short description relaying the name of their creation, what it can do, and why it excited them in their dream. 

The LEGO Group will fly the chosen participants to its home base in Denmark, where kids can take part in several LEGO DREAMZzz workshops. Entry officially opens on May 20 and lasts until June 20. 

About the author

Maggie Dougherty

Maggie Dougherty

Maggie Dougherty is an editorial intern at Adventure Media & Events. She is a senior at Iona University in New Rochelle, New York, where she studies digital media and production. In her free time, Maggie can be found watching Conan O’Brien videos on YouTube, reading biographies of Lyndon B. Johnson, or listening to the Succession soundtrack.