Today, the LEGO Group announces Dreamzzz, a brand new in-house theme consisting of an animated series and 10 new sets. The story follows a group of school kids who venture in and out of the dream world while learning to harness their imagination. Of particular interest to many collectors, the new offering features a slew of detailed Minifigure designs. While the animated series debuts its first 10 episodes on May 15, 2023, the new sets are only due on store shelves in August. Unlike the last two attempts at in-house themes, Dreamzzz will not require a supplemental app. I think we can all breathe a sigh of relief right there since the Hidden Side and Vidiyo apps left much to be desired.
New global research of over 23,000 children has found seven in 10 (69%) are experiencing complex emotions, such as stress or loneliness, in their day-to-day lives, with one in four (24%) citing events in the world or on social media as causes. However, sleep experts flag that dreams can play a key role in helping children process complex emotions and engage their imaginations. Children surveyed agree, with two thirds reporting that dreams are important and help them be more creative during the day (68%). This passion for creativity has been brought to life in LEGO® DREAMZzz™
LEGO® Group press release
I take issue with research used to promote this product…
The press release reports Dreamzzz is based on research indicating that children process complex emotions and engage their imaginations through dreams. The press release goes on to cite how 68% of surveyed children claim dreams help them be more creative in the waking world as well. While subjective, I don’t doubt the findings of the report. However, I do find the link to a new product tenuous at best. Throwing numbers into a press release does not add any more creative, developmental, or mental health value to a product. LEGO® is great for kids in general, but this theme is no better than any other in that regard.
This theme is based on the imagination of set designers and storytellers at the LEGO® Group. The characters and subsequent tales are not the concoction of children’s dreams. Subsequently, playing with these sets using pre-defined character personalities and sets does not require excessive imagination. Granted, some kids will come up with their own stories using these sets and characters. Some will even build their own playsets inspired by the theme. But, let’s not kid ourselves into thinking the development of this product has any backing science. This theme would exist in exactly the same way and inspire the same play potential without dropping some marginally related research findings into the marketing. There’s no reason to try and confuse people into thinking this theme is more beneficial to children’s development and creativity than any other.
With that said, Dreamzzz is not without merit.
Dreamzzz also offers little to most adult collectors. However, despite the understandably childish nature of the theme and the fact that I take issue with “research” used in marketing, Dreamzzz is not without merit. The LEGO Group is releasing some great new Minifigure designs and accessories in this series. Some of the new elements even have applications beyond the Dreamzzz theme for adults. For example, take a look at that Night Hunter (black mage) character. The headpiece and torn wizard hat go great with castle and fantasy scenes. I do wish we were getting a regular version of Mr. Oz though… That goes for a number of the other characters as well. Perhaps in future waves if the theme takes off… For now, let’s take a look at the new sets.
Dream Village
- SET #: 40567
- COST: $39.99 CAD
- BRICK COUNT: 434
- MINIFIGURES: 1 + 3 dream creatures
- RELEASE DATE: August 1, 2023
- COST/BRICK: $0.092 (Excellent value)
Izzie and Bunchu the Bunny
- SET #: 71453
- COST: $24.99 CAD
- BRICK COUNT: 259
- MINIFIGURES: 1 + 1 dream creature
- RELEASE DATE: August 1, 2023
- COST/BRICK: $0.096 (Excellent value)
Mateo and Z-blob the Robot
- SET #: 71454
- COST: $24.99 CAD
- BRICK COUNT: 237
- MINIFIGURES: 2
- RELEASE DATE: August 1, 2023
- COST/BRICK: $0.105 (Very good value)
Grimkeeper the Cage Monster
- SET #: 71455
- COST: $49.99 CAD
- BRICK COUNT: 274
- MINIFIGURES: 2
- RELEASE DATE: August 1, 2023
- COST/BRICK: $0.182 (Passable value)
Mrs. Castillo’s Turtle Van
- SET #: 71456
- COST: $59.99 CAD
- BRICK COUNT: 434
- MINIFIGURES: 3 + 2 dream creatures
- RELEASE DATE: August 1, 2023
- COST/BRICK: $0.138 (Average value)
Pegasus Flying Horse
- SET #: 71457
- COST: $64.99 CAD
- BRICK COUNT: 482
- MINIFIGURES: 3 + 1 dream creature
- RELEASE DATE: August 1, 2023
- COST/BRICK: $0.134 (Average value)
Crocodile Car
- SET #: 71458
- COST: $79.99 CAD
- BRICK COUNT: 494
- MINIFIGURES: 3 + 2 dream creatures
- RELEASE DATE: August 1, 2023
- COST/BRICK: $0.161(Satisfactory value)
Stable of Dream Creatures
- SET #: 71459
- COST: $99.99 CAD
- BRICK COUNT: 681
- MINIFIGURES: 4 + 3 dream creatures
- RELEASE DATE: August 1, 2023
- COST/BRICK: $0.147 (Satisfactory value)
Mr. Oz’s Spacebus
- SET #: 71460
- COST: $119.99 CAD
- BRICK COUNT: 878
- MINIFIGURES: 2 + 7 dream creatures
- RELEASE DATE: August 1, 2023
- COST/BRICK: $0.136 (Average value)
Fantastical Tree House
- SET #: 71461
- COST: $139.99 CAD
- BRICK COUNT: 1257
- MINIFIGURES: 4 + 3 dream creatures
- RELEASE DATE: August 1, 2023
- COST/BRICK: $0.111 (Good value)
Nightmare Shark Ship
- SET #: 71469
- COST: $179.99 CAD
- BRICK COUNT: 1389
- MINIFIGURES: 4 + 3 dream creatures
- RELEASE DATE: August 1, 2023
- COST/BRICK: $0.130 (Average value)
Personally, Dreamzzz is a hard pass for this AFOL. The sets do not appeal to me and I feel they try too hard to represent the objects of kids’ dreams. How many of you had shark ships in your dreams? However, I think the Minifigures are great and I do think Dreamzzz may appeal to some kids. I might even order some of the minifigs off Bricklink. With that said, my prediction is that this theme will go the way of Hidden Side, and it will not become the next Ninjago. I suppose only time will tell though. What do you think of Dreamzzz? Let me know in the comments below or reach out on social media.
Until next time,
-Tom
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