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.
