Lego Dreamzzz Encourages Kids to Build with Their Imagination
Laura McQuarrie — May 3, 2023 — Life-Stages
References: lego & toyworldmag
Lego Dreamzzz is a new product range and content series with whimsical and fantastical themes that draw on the vibrant and colorful world of children's dreams. Uniquely, 80% of a Lego Dreamzzz build follows instructions and the remaining 20% leaves the rest of the designs up to the builder’s imagination. As such, building and rebuilding products like Mrs. Castillo’s Turtle Van and the Nightmare Shark Ship never gets stale.
Across platforms like YouTube and Netflix, Lego will be sharing episodes centered on a group of school friends who join a secret agency, learn to use the power of imagination and venture into the Dream World and defeat the Nightmare King.
This toy range inspired by the way kids dream reflects a growing desire among parents to provide their children with safe and nurturing environments for exploring their imaginations and expressing themselves creatively.
Across platforms like YouTube and Netflix, Lego will be sharing episodes centered on a group of school friends who join a secret agency, learn to use the power of imagination and venture into the Dream World and defeat the Nightmare King.
This toy range inspired by the way kids dream reflects a growing desire among parents to provide their children with safe and nurturing environments for exploring their imaginations and expressing themselves creatively.
Trend Themes
1. Imaginative Building Toys - Opportunities exist for building toy brands to incorporate imaginative and fantastical elements into their product designs, creating a new category of toys that prioritize creativity and individual expression.
2. Combining Digital Content with Physical Play - There is potential for toy companies to merge physical building toys with digital content, offering users a more immersive and interactive play experience that enhances imagination and creativity.
3. Customizable Toy Building - Toy manufacturers can innovate by placing greater emphasis on the customization of building toys, encouraging children to experiment and personalize their own creations while still offering some structured guidelines and instructions.
Industry Implications
1. Toy Manufacturing - Toy manufacturers can differentiate themselves by developing imaginative and customizable building toys that inspire creativity and imagination in children.
2. Content Creation - There is an opportunity for content creators and media companies to produce fun and imaginative content that ties in with building toy products, appealing to children and parents who value creative play.
3. Education and Child Development - Educational and child development industries can benefit from exploring the impact and benefits of imaginative play on cognitive and creative growth in children.
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