Lego's latest film is not only aimed at kids--it's directed by them.
The company invited four ten-year-olds into its office last November, on Unicef World Children's Day, and asked them to direct an animated movie about the importance of kids' rights to play. The project is aimed at highlighting the statistic that nearly 250 million children are in danger of not reaching their full potential because they don't play, learn or eat as they should.
The four kids were selected via a competition--to apply, the children had to draw a poster that depicted the power of play as well as what a Children's Right to Play meant to them and submit a one-minute or less video explaining their poster.
The winners came up with their own ideas to bring to life a stop-motion animation about a house where there's no play going on, and a despondent kid is sitting still while his father reads a newspaper named, gloomily, "The Winter Times." Suddenly a superhero leading the "Fantasy Force" turns up (with a pet parrot, cat and dog) and turns things around, so things get altogether more fun. (See more about the creative process in the Behind the Scenes film).
The film is being released today on Lego's social channels to encourage families to play together more. The project is by PR agency Edelman, which worked with animation studio Brick Nerd.