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In the latest campaign, LEGO Group and National Geographic are raising awareness of the research and protection of endangered species in the world

Global toy brand and winner of the World Branding Awards, LEGO group, has introduced its latest partnership with National Geographic. New LEGO City and LEGO Friends sets have been developed to raise awareness of the exploration and protection of endangered species in the world's jungles and oceans.

To support the launch and involve children even more, a campaign was developed in collaboration with National Geographic to encourage children to explore the world and maybe even develop their own creative ideas to solve the real challenges our world faces .

The campaign website is now available in English on the Lego website and was launched in additional languages ​​on July 1st. The LEGO Group also announces a contribution to the National Geographic Society to fund grants for ocean exploration and wildlife conservation.

The campaign invites children and their parents to visit the ups and downs of the earth and learn more about exploring our world and protecting wildlife in our oceans and jungles. This includes educational content about pandas, sharks, elephants, deep sea creatures and much more.

To inspire children to be creative, to help protect the world's wildlife one day, the campaign features stories from six different National Geographic explorers who work in a creative, unexpected, and surprising way to address the problems of our lives in real life .

The National Geographic Elephant Ecologist, Dominique Gonçalves, is one of the discoverers who tells her personal story about how she needed a creative solution to stop elephants from eating food from villages in Mozambique. Her story shows that even the simplest ideas can make a big difference.

Knowing that elephants are afraid of bees, she implemented a system of rope fences with attached beehives so that the bees can now safely lead the elephants away. When children and parents see these stories, they will see that many of the world's challenges can be influenced by creativity.

The LEGO Friends and LEGO City sets were developed to provide children with a solid foundation on which to creatively express their passion for our planet and their exploration. At the same time, they have the opportunity to further explore and get to know the ups and downs of the animals in the wild. Both game themes are based on real settings and are supported by the campaign side. Children are well positioned to playfully learn about life as an explorer.

"We know that creativity is an incredible skill and that the 21st century needs all the creative solutions it can get." Says Ellen Catherine Lucy Bowley, LEGO Friends designer of the LEGO Group.

“Care for our planet is becoming increasingly relevant to children around the world. They are more committed to positive environmental change than any previous generation, and their creativity will play a key role in finding solutions that help protect our wildlife. We hope this initiative informs children of the current challenges facing explorers and assures them that even the simplest or most unusual idea can make a big difference in the real world. The most important thing is to have a yes-you attitude. Therefore, this initiative is aimed at children with exactly this attitude, children who are curious to learn something and make a difference for our animal world. "

Paul Rose, a National Geographic Ocean Explorer who started his journey as a creative child and today explores the ocean in an unexpected way, is also featured on the campaign page. “As a child, I loved swimming and building things – I lived by building soapbox cars and being in the sea. Even on the coldest and roughest days, I spent hours in the water and imagined I was a diver exploring the ocean, ”said Paul Rose.

“Amazingly, this dream has come true, and as a National Geographic Ocean Explorer, I'm now leading marine science expeditions to protect our endangered ocean. It's so cool to be able to share my story with children around the world, and who knows that if they follow their own dreams, many of them could kick my fins to one day explore and protect our ocean. "

The LEGO Group and National Geographic have a well-established relationship after working together on wildlife awareness sets such as LEGO Friends Sea Life Rescue and LEGO City Jungle Sets. However, this is the first time that the two brands have joined forces in a campaign to encourage children to think creatively – it is not only fun, it can also lead to a creative solution that may one day help our planet explore and protect.