The LEGO Group Invites Adults to Build Their Happy Place With the Help of COLORSxSTUDIO and Jacob Collier

Billund, Denmark, 14 October 2024: Following global research that found 9 in 10 adults think having time to unwind is crucial to staying happy, the LEGO Group has joined forces with COLORSxSTUDIO and Jacob Collier to encourage adults across the world to pause, relax and find their happy place.

To help demonstrate how a musical mastermind finds their happy place, the LEGO Group and COLORSxSTUDIO enlisted the help of Jacob Collier to talk about the importance of being able to let loose and experiment during the creative process when making music. Since 2016, COLORSxSTUDIO has provided a unique platform on YouTube for international musical talent to step in to the limelight and find their groove together with a global audience.

Jacob is a world-renowned multiple Grammy awards winning artist, who sets himself apart by exploring music from a different point of view, channelling his creativity to reimagine music, notes and symphonies. In A COLORS SHOW YouTube video, Jacob loses himself in an acoustic rendition of his song Little Blue while connecting with both his instruments and the LEGO sets around him. Jacob then goes on to talk about the importance of finding your happy place through creativity.

“Inherent to any creative process, especially within music, is that magical feeling of detaching oneself from everyday life and letting things flow as they are. Taking time to connect with yourself in this way - creating that moment of calm, fascination, stillness and imagination, is something I have found to be of utmost importance to me throughout my life,” said Jacob Collier. “I have always found interacting LEGO bricks as a deep way to forge this connection. Over the past twenty years, my family and I have been building an ever-expanding city made entire of LEGO elements, thriving to this day at nine boards wide and countless stories high, with a population of hundreds. It's a communal creation, and we still find ourselves building and adding to the city, even today in amongst our busy lives. I'm so honoured to have a chance to collaborate with the incredible LEGO Group and COLORSxSTUDIOS to bring the idea of 'finding your happy place' to life in this way.”

Genevieve Capa Cruz, Head of Product for the Adults Audience at the LEGO Group commented: “At the LEGO Group, we believe that setting aside time for relaxation and mindfulness – and allowing yourself to float off to your happy place – should be a vital part of anyone’s day. When building with LEGO elements, adults can be transported to a blissful, calm moment. We were delighted to partner with Jacob Collier on this campaign, who perfectly encapsulate the importance of being able to let loose, unwind and enjoy the creative process!”

The LEGO Group Play Well 2024 data also found that:

• Over 4 in 5 adults (80%) engaged in playful activities agree that it is an important outlet for them to try new things and help them relax.
• 4 in 5 adults who play agree that play is important for their happiness and wellbeing, with more than 7 in 10 adults saying that they always look for new ways to destress and relax.
• Over 60% of adults feel like they don’t have enough time for themselves, while 75% of adults would love to explore new ways to practice mindfulness.

The recent ‘Build Your Happy Place’ campaign aims to make adults aware of the benefits of carving out some time for hands-on creative activities. Watch the full session with Jacob Collier at COLORSxSTUDIO YouTube and visit LEGO.com to find out more about how to build your happy place.