The LEGO Group teams up with Alesha Dixon to bring kids’ inventions to life

The LEGO Group has joined forces with celebrity Alesha Dixon to celebrate children’s creativity and problem-solving skills and how children can use the power of play to rebuild the world around them.

Alesha and the LEGO Group asked children how they would use LEGO bricks to solve a problem facing their friends or family and received a wealth of ideas, including a book stand to help grandad hold his reading book, and a night light to help kids see in the dark.

The team were particularly impressed with 8-year-old Amelie’s creative idea; she used LEGO bricks to show how she would revamp her grandmother’s mobility scooter to make it more fun for her to use and help her enjoy the things she loves. Inspired by her grandmother’s passion for cooking and animals, Amelie’s LEGO design contained features like a cat grooming stand and cake serving mechanism, as well as music and photos of family and friends.

Amelie’s design was brought to life by a team of inventors and presented to her by Alesha, as seen in the new ‘Inspiring LEGO Inventions’ video content. This activity forms part of the LEGO Group’s ‘Rebuild the World’ campaign, which celebrates the creativity of children, inspires them to imagine a better world and shows how LEGO play helps them develop the skills they need to be successful in it.

Alesha Dixon says: “We worked with an amazing team of inventors to look closely at Amelie’s LEGO build and think about how we could best bring it to life. Amelie’s LEGO creation was full of little personal touches and details, so it was important that we kept those elements and brought them through to the final design. I was so impressed by Amelie’s creativity, and it was great to see her invention brought to life.”

You can view the video content here. To find out more about the LEGO Group’s Rebuild the World campaign, visit LEGO.com/Rebuild-the-World

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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