Following a cryptic tease on Twitter at the weekend, Lego has announced its Rebuild the World campaign that's all about embracing your creativity for problem solving "as an essential 21st century skill."
The video launching the new marketing campaign is appropriately weird and wacky, and is full of Easter eggs for the more eagle-eyed Lego fans to spot.
"Rebuild the World is all about seeing where imagination takes us and celebrating the natural creativity of children," said Julia Goldin, chief marketing officer. "We want to encourage kids around the world to develop and retain these 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."
To kick off the campaign, one hundred children will be herded into the Lego House in Billund, Denmark, to meet David Aguilar - who built a prosthetic arm for himself from a Lego helicopter according to his Twitter bio - and DJ Mark Ronson, who is launching the campaign with Lego for some reason. They'll be running workshops along with British designer and inventor Dominic Wilcox.
"Who knows what will come out of today… a house with a hot air balloon for a roof? A car with long legs to jump over the traffic ahead? No one sees the world quite like children so we’re excited to see what they come up with," said Wilcox.
There will be a number of Rebuilder workshops popping up in the UK, USA, and China over the course of October to give kids the chance to hone their creative skills. The idea behind the new marketing stance is based on the World Economic Forum ‘Future of Jobs Report’ that ranks creativity as one of the top three skills that will be required in the job market in 2020.
In other Lego news, this year's Christmas set was unveiled last week, and it's a gingerbread house complete with a gingerbread family who are all experiencing an existential crisis right about now. Poor bastards.