*DECLASSIFIED* LEGO AUSTRALIA INSPIRES THE SPACE GENERATION TO LOOK TO THE

• A new study by the LEGO Group reveals 70% of children want to travel to space.
• Tapping into the curiosity of the space explorers of tomorrow, LEGO Australia built a  crop circle in regional NSW - with the design nodding to the iconic LEGO® Minifigure.
• To ignite their passion for space exploration, LEGO Australia has collaborated with the Australian Space Agency (ASA) and Australia's first astronaut under the Australian flag, Katherine Bennell-Pegg.

24 June 2024, Sydney, Australia: The LEGO Group is harnessing children's creativity and imagination to show what may await us in space in the not-too-distant future. 

A new study from the LEGO Group finds that 87 per cent of Australian kids are interested in finding new planets, stars and galaxies. The draw of the undiscovered is inspiring Aussie kids to imagine what lurks in the great unknown, with the study revealing that 63% believe aliens exist and that more than half (59%) would like to meet one.

The truth is out there in regional Australia

To show that space can inspire out of this world creativity, LEGO Australia built a well-known subject of intrigue and mystery often associated with space, a crop circle. To bring the crop circle to life, LEGO Australia set up a base in the small town of Narromine in rural New South Wales, just outside of Dubbo. 

With the LEGO Group's latest research revealing that 68 per cent of children think UFOs (Unidentified Flying Objects) are out in space, LEGO Australia created the unique activation to foster Australian children's imagination and curiosity.

The massive crop circle spanned 50 metres in diameter, and was large enough that it could be seen from the sky. Those with a keen eye could discern that the design draws inspiration from the iconic LEGO® Minifigure, with the classic hand and head forming part of the pattern.

Australian astrophysicist and content creator Kobi Brown (@AstroKobi) joined LEGO Australia in Narromine to see the crop circle come to life, "It was a pretty surreal experience. Coming in, I didn't know what to expect so I got to discover the crop circle like it was real - walking through waist high sorghum fields and passing hazmat suit-wearing "investigators" to stand in this pretty epic set of concentric circles and geometric designs."

"Crop circles are often associated with extraterrestrial activity in popular culture and play into the mysteries surrounding space, and beyond. It was great to work with LEGO Australia to inspire the space generation, calling on them to engage with the wider universe and its wonders.

"I was always into space as a kid. Growing up with LEGO sets allowed me to play and explore my curiosity, igniting my interest in engineering and science along the way. It is so cool to see the details of the science I love being realistically translated into the latest LEGO Space sets, further fueling the imagination of the next generation of space explorers."

Inspiring the Space Generation to the Moon & back

By the end of the decade, NASA's Artemis program aims to return people to the Moon (1), as part of a bigger ambition to put humans on Mars. The first humans to experience that new frontier will be Generation Alpha - kids born between 2010-2025. The future explorers, dubbed by LEGO Australia as The Space Generation, will take humankind further into the universe than we have ever been, since making that first giant leap in 1969. 

 

Australian parents share this aspiration, with 75 per cent of them agreeing (strongly agree/tend to agree) that The Space Generation are more likely to travel into space than previous generations1. Recognising this and the importance of nurturing children's passion for space, LEGO Australia has partnered with the Australian Space Agency to help The Space Generation blast off into the future. 

As part of this collaboration, the first Astronaut trained under the Australian flag and Australian Space Agency team member, Katherine Bennell-Pegg has joined LEGO Australia in its mission to inspire kids to unleash their imagination and explore the limitless possibilities of space, in any way they like.

"It's an honour representing Australia as the first astronaut under our flag and to be working with LEGO Australia to encourage The Space Generation to explore the universe!" said Bennell-Pegg. 

"The Australian Space Agency and LEGO Australia share a unified vision for exploration and discovery, and I believe that unlocking creativity through the medium of LEGO play will give Aussie kids the very best chance to pursue their passion and prepare them for the future."

Brick by (Space) Brick

Scientists at the European Space Agency (ESA), where Katherine trained, have turned to their love of LEGO brick building when designing launch pads and shelters for astronauts visiting the moon.

As part of the Artemis program, the ESA used dust from a 4.5 billion year old meteorite to 3D print bricks - similar to a LEGO brick - to help design astronaut shelters in space. The ESA LEGO Space Bricks will aim to inspire the builders of tomorrow of how LEGO brick building can help solve out of this world problems.

As part of the partnership with the Australian Space Agency, Sydney space fans can meet Katherine - a real-life astronaut and space adventurer - at the largest LEGO store in the world! Katherine and the ESA LEGO Space Bricks will be at the Pitt Street Mall LEGO Certified Store, on 16 July 2024 at 10AM AEST and will be talking with kids about how her curiosity has helped achieve her dreams.  

Troy Taylor, Vice President & General Manager, Australia & New Zealand at The LEGO Group said: "We are thrilled at the opportunity to nurture the Space Generation's curious attitudes toward space, broadening their horizons to embrace the potential that lies beyond our planet. Building on our research, we take great pride in revealing our pioneering collaboration with the Australian Space Agency, and the incredible Katherine Bennell-Pegg. 

With much of the universe still undiscovered, The LEGO Group has been drawing inspiration from space for over 50 years to foster kids' imaginations through the ultimate creative medium of LEGO bricks, giving the world a preview of what awaits us in the universe."

For more information, visit https://www.lego.com/en-au/space#cs802505bc96a39e76 

ENDS

Notes to Editors 

About the Meet and Greet with the first Astronaut trained under the Australian flag and Australian Space Agency team member, Katherine Bennell-Pegg

• Date: Tuesday 16th July
• Time: 10:00am
• Address: LEGO Certified Store, 400 George Street, entry is via Pitt Street Mall, Sydney, NSW

Campaign Imagery HERE and video assets can be viewed HERE.  

(1) Source: NASA Artemis project 

About the LEGO Group Study 

Independent research was conducted by IPSOS on behalf of the LEGO Group from March 18 to April 22, 2024 among kids aged 4-14 and their parents from the United Kingdom, the United States (n=1,000), China mainland (n=1,000), Germany (n=1,000), Turkey (n=1,000), Australia (n=500), New Zealand (n=500), Singapore (n=1,000), Hong Kong SAR, China (n=1,000), Taiwan Region (n=1,000), India (n=1,000), South Korea (n=1,000), Japan (n=1,000), Spain (n=1,000), France (n=1,000), Italy (n=1,000), and Portugal (n=1,000).  

About the LEGO Group: 

The LEGO Group's mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine. 

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words Leg Godt, which means "Play Well". Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 130 countries worldwide. For more news from the LEGO Group, and information about our financial performance and responsibility engagement, please visit www.LEGO.com/aboutus. 

CONTACT: For more information, please contact Thrive PR + Communications legospace@thrivepr.com.au.