Lego Group has launched its new “Rebuild the World” campaign with a video commercial that featured vintage vehicles while encouraging “people of all ages to play and unleash their creativity to create a world of infinite possibilities,” the company said.
“Rebuild the World is all about seeing where imagination takes us and celebrating the natural creativity of children,” Julia Goldin, chief marking officer for The Lego Group, was quoted in the company’s news release.
“We want to encourage kids around the world to develop and retain these skills as they grow older. With this campaign, we want to inspire people of all ages to play and unleash their creativity to create a world of infinite possibilities.”
As part of the launch, Lego introduced 100 children to meet with musician Mark Ronson and others, including 19-year-old David Aguilar, who built several prosthetic arms from Lego elements, at the Lego House in Billund, Denmark, to explore creativity.
Aguilar was born with a deformed arm and grew up playing with Lego blocks. At age 9 he created his first “Hand Solo” from the blocks and later rebuilt a Lego Techniq airplane model into the M2, a prosthetic arm that can bend and can use a clamp to lift objects.
“Their imaginations will also be fired up in a series of workshops, where they’ll be challenged to rebuild the world they see around them,” the company said.
“My whole career has been about working with brilliant, creative people and seeing where our imaginations take us,” Ronson is quoted in the toy-block company’s statement. “Rebuild The World is a wonderful opportunity to help inspire the next generation of creators who will come up with their own ideas to shape the future of everything from the way we live to the music we listen to.”
Lego notes that the World Economic Forum Future of Jobs Report places creative problem solving among the top three skills the job market will require from 2020.
“Imaginative play helps children learn how to innovate, problem solve and think critically throughout their lives,” Lego said.
At upcoming workshops, Lego will challenge youth to reimagine iconic landmarks, invent new gadgets and solve everyday problems with Leo bricks.
“Who knows what will come out of today… ,” said workshop leader and British designer and designer Dominic Wilcox, “a house with a hot air balloon for a roof? A car with long legs to jump over the traffic ahead? No one sees the world quite like children so we’re excited to see what they come up with.”