LEGO has launched a new campaign to help nurture the creative skills of the next generation under the banner Rebuild the World.
The campaign will offer 100 children the chance to meet inspiring figures from society, including musician Mark Ronson, and David Aguilar – the 19 year old who famously builds prosthetic arms from LEGO elements.
The campaign launches out of LEGO’s belief that every child is born with creative problem-solving capabilities, but that this creativity should be nurtured so it can become a lifelong skill. It falls in line with findings from The World Economic Forum Future of Jobs Report, which ranks creative problem solving among the top three skills the job market will require from 2020.
“My whole career has been about working with brilliant, creative people, and seeing where our imaginations take us. 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,” said Mark Ronson of his involvement in the campaign.
According to Julia Goldin, chief marketing officer, The Lego Group, Rebuild The World is about “seeing where imagination takes us and celebrating the natural creativity of children.”
LEGO wants to encourage kids around the world to develop and retain their creative 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,” said Goldin.
Kicking off the campaign, British designer and inventor Dominic Wilcox led a series of Rebuilder Workshops this week. He, along with two other creatives, challenged kids to reimagine iconic landmarks, invent new gadgets and solve everyday problems, all with LEGO bricks. Other Lego professionals were also on hand, helping the kids bring their ideas to life.
Kids around the world can also take part by sharing their creations on the LEGO Life app. Free Rebuilder Workshops will also take place across the UK in October, where kids can get hands on with LEGO bricks and learn essential skills in a fun environment.