Project Overview
For this project at LEGO, I was tasked with creating a new toy line specifically aimed at young girls, something that would spark creativity and inspire imaginative play. After thorough research and direct engagement with my target audience, I developed the LEGO DREAMER set, a concept rooted in evolving dream worlds. The central character, Sofia, lives a normal life until her dreams begin to change her reality. Accompanied by her trusty sidekick, Presley the platypus, Sofia explores fantastical realms where the bricks themselves transform in line with her imagination.
Research & Insights
Before diving into design, I made it a priority to gather meaningful insights from the target audience. I conducted surveys with a group of ten girls, asking them to choose between two concepts: LEGO DREAMER and LEGO Traveler. The results were clear—eight out of ten preferred DREAMER. This insight drove my decision to focus on creating a world that mirrored the fluid and ever-changing nature of dreams.
Drawing from my personal experience of how dreams transition seamlessly from one scene to the next, I designed the LEGO DREAMER set to offer the same kind of dynamic play experience. I wanted to create a world where players could embrace change as it happens and have the power to transform their environment at will.
Design Concept
The core of the DREAMER set is a multi-level Tree Castle, designed to give young girls maximum flexibility in how they play. Each level reflects a different dream world, offering a range of imaginative play options:
Ground Floor: A cozy living room with a TV, alongside a waterfall and bathtub for a whimsical touch.
Second Level: A lounge area with a sofa offering views of the ever-changing dreamscape.
Rooftop: A swimming pool complete with snacks and drinks for relaxation.
Castle Tower: At the highest level, players can live out their princess fantasies in a magical castle.
I also designed a unique boat-plane vehicle that transitions between worlds, highlighting the fluidity and limitless possibilities within the dream theme.
Innovative Features: One of my key findings from the research was that girls love options and personalization. With this in mind, I introduced two unique features to the bricks:
1. Mood Bricks – Bricks that change color based on touch, creating an interactive experience where the set evolves as they play.
2. Glitter Bricks – To make the set more visually striking, I incorporated glitter into the bricks, giving them a more vibrant, feminine appeal.
One common issue I discovered was the frustration around cleaning up after play. To address this, I proposed magnetized bricks, making cleanup simple and easy—an innovation directly informed by the feedback I received.
Conclusion
The LEGO DREAMER set is more than just a toy—it’s an ever-evolving world where imagination reigns. By blending dynamic play features with aesthetic choices like Mood Bricks and glitter, DREAMER delivers a fresh, exciting experience for young girls. The design not only taps into their desire for creative freedom but also solves practical concerns like messiness, making DREAMER a standout addition to the LEGO lineup.
