The LEGO Group And Pharrell Williams Launch Global Challenge To Reimagine How Children Best Learn, Dream and Play

• Pharrell Williams’ non-profit YELLOW and the LEGO Group announce new partnership to leverage the power of learning through play.
• Together, the LEGO Group and Pharrell are on a mission to empower children to celebrate their individuality and learning styles by building and sharing their perfect space to learn, dream and play.
• The LEGO® Build the Change Playful Schools Challenge launches today via LEGO.com/PlayfulSchools, which features a short film narrated by Pharrell.
• The challenge is inspired by Pharrell's own experience of learning differently to others, associating colours with music and sound through synaesthesia.

Billund, Denmark, 9th October 2024: The LEGO Group and visionary artist and designer Pharrell Williams have embarked on a shared mission to ignite children’s creativity and curiosity through a new LEGO® Build the Change challenge. The challenge has been launched in partnership with Pharrell’s non-profit YELLOW, which works to even the odds for children through education.

The LEGO® Build the Change Playful Schools Challenge is a call to children all over the world to celebrate their different learning styles as they reimagine the playful learning spaces of tomorrow. During the challenge, children will be encouraged to create their ideal space to learn, dream and play with any materials available - from paper and pens to LEGO® bricks and recycled materials.

Launching today, the challenge can be enjoyed by children in homes, classrooms or community settings around the world. Submissions can be made via LEGO.com/PlayfulSchools. The LEGO Group will be working with its network of global partners, including First Book, which supports title one schools across the US, The Day and Forsta to engage children in this challenge. Last week, children from youth organisation SoLA Robotics were the first to experience the challenge, sharing their designs and hopes and ideas for a better future with Pharrell at a special event in LA.

Pharrell Williams said: “If we’re going to even the odds through education and build a brighter future, we’re going to need more creative ideas, and nobody has better ideas than kids. Kids are brilliant, and when you give them the tools and resources needed to cultivate their curiosity, anything is possible. I’ve been dreaming all my life, and when you’re curious, that is when your imagination is set on fire. I can’t wait to see what kids taking part in this challenge come up with and I know that, together with the LEGO Group, we’re all going to build change.”

The challenge is inspired by Pharrell's own journey with education and is launched with a short film in the same LEGO® animation style as the upcoming PIECE by PIECE biopic, which can be viewed at LEGO.com/PlayfulSchools. The film is narrated by Pharrell himself where he powerfully recounts his own experience as a child who learned differently to others, associating colours with music and sound through synaesthesia, reminding children: 'that which makes you different makes you special.'

Build the Change is a LEGO Group social impact program, supported by the LEGO Foundation, that inspires and empowers children to build a brighter future through play. Children are immersed in real challenges, using creativity to build solutions and amplify their voices by sharing their ideas with each other and the world. Last year, over 2 million kids worldwide took part in schools, homes, online and at events.

Diana Ringe Krogh, Vice President of Social Responsibility at the LEGO Group said: “The young dreamers of today are the builders of tomorrow. The LEGO Group believes that every child should be enabled to reach for the stars and playful learning can help them get there. Children will take charge, unleash their creativity, and celebrate their different learning styles as they build their favourite way to learn, dream and play. We can’t wait to see what children come up with and commit to ensuring their ideas are seen by relevant policy and decision makers around the world."

Stacey Owsley, Executive Director of YELLOW said: “We are honoured to partner with the LEGO Group’s Build The Change initiative! All children learn differently, and what we’re doing at YELLOWHAB in Pharrell’s home state of Virginia is teaching students that what makes you different, is in fact, what makes you special. Partnering with the LEGO Group to help children - alongside their teachers and caregivers - tap into their curiosity and creativity is a dream, and we at YELLOW are glad to bring this to life for students around the globe. This next generation of students are the change-makers, and we are anxious to see all the ideas that come from their brilliant, unique minds!”

Sidsel Marie Kristensen, CEO of the LEGO Foundation said: “Children's superpower is play as it enables them to learn while they are engaged and have agency. For the LEGO Foundation, learning through play is core to ensuring that children thrive in life and become lifelong learners, therefore it's with great pride that we can collaborate with the LEGO Group and YELLOW in building change.”

Today’s announcement comes ahead of Focus Features’ PIECE BY PIECE which will debut in US theatres on 11 October, and internationally beginning 6 November. Directed by Academy Award® winning filmmaker Morgan Neville and featuring new original music from Pharrell, PIECE BY PIECE is a unique cinematic experience that invites audiences on a vibrant journey through the life of cultural icon Pharrell Williams. Developed from Pharrell’s singular vision, PIECE BY PIECE defies genres and expectations to transport audiences into a LEGO® world where anything is possible.

The LEGO Group and Pharrell also recently announced the release of Over the Moon, the new LEGO® set co-designed by Pharrell and the LEGO Group to inspire everyone to unleash their limitless creative potential through LEGO Play. Over the Moon is available to purchase from LEGO.com.