LEGO

Heayes Design’s Richard Heayes takes a look at how toys marketed to – and designed specifically for – adults are no longer just a passing trend.

“We want to feed the imagination of the next generation of creatives, providing a new canvas for kids to creatively express themselves,” said Julia Goldin, Chief Product and Marketing Officer at the LEGO Group.

Fans can vote on LEGO Ideas for the theme they’d like to return as a single new set, with Bionicle, Dragon Knights and Time Cruisers in the mix.

The range features over-sized silhouettes in the Ninjago colour palette of yellow, deep red, and monochrome, with the secret Ninjago language spelling out ‘JUST HYPE’ throughout the line.

Joel Silverman, CEO at KidsKnowBest, details the firm’s new Growing Pains Accelerator, an initiative designed to help inventors, designers and start-ups with mentoring, collaboration and practical services worth at least £150,000.

“The customisable elements and mindful building experience will hopefully help them express their personality as their creativity blossoms,” said LEGO Design Lead Jamie Berard.

“We are committed to building a better planet for future generations and that means stepping up efforts to reduce carbon emissions across our entire value chain,” said Tim Brooks, VP of Environmental Responsibility at LEGO.

Meet Richard Heayes, the most-nominated designer in the Mojo 100… And discover a way to literally see your work differently!

“One of the biggest challenges and one of the most important things was to convey the Colosseum’s monumentality in the LEGO form,” said Rok Zgalin Kobe, designer of the new 9,036-piece set.

“Children are our role models in the LEGO Group and it is their planet we are using; we must protect their future,” said Møller.