National_Geographic_Asset_Bundle.zip

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New LEGO® City and LEGO® Friends products released as part of campaign to engage children in exploring their world and the problems its creatures are facing

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**Billund, Denmark, 25 June 2020**: Today, the LEGO Group and National Geographic unveil their most recent partnership. New LEGO® City and LEGO® Friends sets have been developed to create awareness about exploration and the protection of endangered species in the world’s jungles and oceans. To support the launch and engage children even further, a campaign has been developed in collaboration with National Geographic to encourage children to explore the world and maybe even develop their own creative ideas on solving the real-life challenges our world is facing. The campaign site is now live in English on [LEGO.com/exploretheworld][1] and will launch July 1st in additional languages. The LEGO Group is also announcing a contribution towards the National Geographic Society to fund grants in ocean exploration and species conservation. 

The campaign will invite kids and their parents to visit the heights and depths of the earth, and to learn 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 kids to pursue creativity as a way to one day help protect the world’s wildlife, the campaign will portray stories from six different National Geographic Explorers who are working in creative, unexpected and surprising ways to help address real-life problems that our planet is facing. National Geographic Elephant Ecologist, Dominique Gonçalves, is one of the explorers sharing her personal story about how she needed a creative solution to stop elephants eating food from villages in Mozambique. Her story shows that even the simplest ideas can make a big difference. Knowing that elephants are scared of bees, she implemented a system of rope fences with beehives attached so the bees now safely guide the elephants away. By seeing these stories, kids and parents will see that many of the world’s challenges can be impacted by using creativity. 


  [1]: http://www.LEGO.com/exploretheworld

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The LEGO® Friends and LEGO® City sets have been developed to provide a strong foundation for kids to creatively express their passion for our planet and exploration, while giving them an opportunity to further explore and learn about the ups and downs animals are facing in the wild. Both play themes are based on real-life settings, and supported by the campaign site, children are well placed to learn about life as an explorer through play. 

“We know that creativity is an incredible skill, and the 21st century needs all the creative problem-solving it can get.” Says Ellen Catherine Lucy Bowley, LEGO Friends Designer, the LEGO Group. “Caring for our planet is becoming ever more relevant to kids around the world. They are more committed to seeing positive environmental change than any previous generation, and their creativity will play a key role in finding solutions that will help better protect our wildlife. We hope this initiative will inform children of the current challenges explorers are facing and reassure them that even the most simple or unusual idea can make a big difference in the real world. The most important thing is to have a YES YOU CAN attitude. Therefore, this initiative is dedicated to kids with this exact attitude, children who are curious to learn and make a difference for our wildlife.”  

Paul Rose, a National Geographic Ocean Explorer who began his journey as a creative child and today explores the ocean in unexpected ways is also featured on the campaign site. He says “As a kid I loved swimming and building things - I lived for making soap-box carts and being in the sea! Even on the coldest, roughest days, I would spend hours in the water imagining myself as a diver exploring the ocean. Amazingly, that dream has come true and, as a National Geographic Ocean Explorer, I now lead marine science expeditions to help protect our threatened ocean. It’s so cool to be able to share my story with kids all over the world and who knows, by following their own dreams, a lot of them could end up stepping into my fins to help explore and protect our ocean one day!”

The LEGO Group and National Geographic have a well-established relationship, previously having collaborated on wildlife awareness sets such as LEGO® Friends Sea Life Rescue and LEGO® City Jungle sets. However, this is the first time the two brands are partnering on a campaign that seeks to inspire kids to think creatively – not only is it fun, but it may result in a creative solution that can one day help explore and protect our planet. 


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The LEGO Friends and LEGO City sets are now available globally and on [LEGO.com][1] and from August 1st in the Americas. 

The campaign developed in collaboration with National Geographic is now live in English on [LEGO.com/exploretheworld][2] and will launch July 1st in additional languages. 


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##About the National Geographic Society##

The National Geographic Society is a global nonprofit organization committed to exploring and protecting our planet. We fund hundreds of research and conservation projects around the world each year and inspire new generations through our education initiatives and resources. For more information, visit [nationalgeographic.org][3].

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## About National Geographic ##
National Geographic has been igniting the explorer in all of us for 132 years through groundbreaking storytelling from the best and brightest scientists, explorers, photographers, and filmmakers in the world. Our yellow border serves as a portal to explore the farthest reaches of the Earth and beyond. Places only National Geographic can take you. 

We offer our audience true 360 experiences across an unparalleled portfolio of media assets: television channels, magazines, kids, travel, books, video, events, and digital and social platforms. Every asset and every story entertains, enlightens, and enables people to better understand the world and their own place in it – our core purpose. We reach millions of people around the world, with our television networks in 172 countries and [our publications available in 41 languages][4]. 

National Geographic Partners is a joint venture between The Walt Disney Company and the National Geographic Society. We return 27% of our proceeds to the nonprofit Society to fund work in the areas of science, exploration, conservation, and education. This unique partnership creates a virtuous cycle of storytelling and exploration that inspires people to act, enlightens their perspective, and often provides the spark to new ideas and innovation. 


  [1]: http://www.LEGO.com
  [2]: http://www.LEGO.com/exploretheworld
  [3]: http://www.nationalgeographic.org
  [4]: https://www.nationalgeographicpartners.com/international-media-alliances/

Notes to Editors

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The LEGO Group and National Geographic inspire kids to develop creative solutions for real life environmental challenges

lego AND partnerships,lego AND national geographic,lego AND news 2020,lego 2020,lego AND environment, lego AND exploration, lego AND planet, lego AND conservation

LEGO Group and National Geographic Partnership

Braille.zip

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**Inspired by blind entrepreneur, Matthew Shifrin, the new building instructions will help children with vision impairment build and learn through play using LEGO bricks** 

What started as a kind gesture between friends living just outside Boston, US, is today being rolled out as a global pilot by the LEGO Group – using AI technology the initiative aims to make the LEGO play experience more accessible for those with vision impairment. We call it: LEGO® Audio & Braille Building Instructions.

The idea comes from Matthew Shifrin, who was born blind. As a child, he developed a strong passion for LEGO play. However, he always needed assistance when it came to specific LEGO building instructions.

“I had a friend, Lilya, who would write down all the building steps for me so that I could upload them into a system that allowed me to read the building steps on a Braille reader through my fingers. She learned Braille to engage with me and support my LEGO passion, and then spent countless hours translating LEGO instructions into Braille.”

Shifrin would pore over his customized instructions to create models such as the LEGO Creator Expert Sydney Opera House and London Tower Bridge, the latter of which required over 850 pages. For the first time ever, he was able to build LEGO sets by himself without being dependent on someone else guiding him through the instructions.

“This is extremely important for blind children because there aren’t a lot of places where we can say, ‘Look Mom and Dad! I built this on my own… I did this’“ says Shifrin. “For blind children, we don’t have access to what sighted kids are used to. LEGO bricks enable us to learn about our environment, to see the world. It is so important because blind kids get left out of a lot of social stuff, especially in elementary school. But LEGO building is one of the things we can do.”

When Lilya sadly passed away in 2017 Matthew was inspired to honour her memory by ensuring others benefitted from her idea of creating LEGO building instructions for those with no or limited sight. Through a friend at the MIT (Massachusetts Institute of Technology) Media Lab, he was then introduced to the Creative Play Lab at the LEGO Group.

The team took his idea to the Austrian Research Institute for Artificial Intelligence who developed new AI software to translate LXFML data (LEGO Exchange Format Mel Script) from the visual digital building instructions to text based descriptions for braille and voice commanded instructions. Speech synthesis company, CereProc then provided the Software Development Kit and the voice that reads the instructions.

“Matthew’s story demonstrates the power of LEGO play. It brings people together, helps to build confidence and sparks creativity. It has been an honour to work with Matthew, his passion and energy are truly inspiring. But most importantly his project will help visually impaired children around the world experience the same joy of building and pride of creation that all our fans feel”, says Fenella Blaize Charity, Creative Director, LEGO Group.

Available in English as a free service for all through the accessible website [www.legoaudioinstructions.com][1], the first four instructions to be launched include a set from LEGO® Classic, LEGO® CITY, LEGO® Friends and LEGO® Movie 2™. Consumers can either chose to hear audio instructions using their screen reader or with audio provided by the LEGO Group, or alternatively chose to read the instructions using a Braille reader. Depending on consumer feedback on the four pilot instructions, which will be collected until the end of 2019, the intention is to launch more Audio & Braille instructions first half of 2020.

While these instructions show radical innovation, there’s still a lot of progress to be made in terms of further developing the AI software and automating the process. The long term ambition is to add more languages and support all future product launches - most importantly however, is to ensure fun and high quality learning through play experiences. The pilot launches just four months after LEGO Braille Bricks were announced – an initiative aimed at supporting young children with vision impairment to learn Braille in a playful and inclusive way. Co-developed with the LEGO Group, both projects have been funded by the LEGO Foundation.

“As I build a set I develop a better sense of what a building looks like and how it is laid out and constructed. For blind people LEGO sets act as miniature 3D substitutes for real-life buildings in lieu of two-dimensional photographs. LEGO bricks allow me to see things that are impossible to explore by touch, such as the arches of a Middle Eastern palace or the towers of the London Tower Bridge.

I would like to get my instructions out to the blind community. I would like every blind person to be able to download the instructions, buy a set, have a sighted person sort the pieces, and feel on par with a sighted builder. I want every blind person to feel that the once impossible is now possible; that he or she can now build a miniature LEGO world.” - Matthew Shifrin

Explore Matthew’s original work here: [legofortheblind.com/instructions][2]/, but please note these instructions are recommended mainly for advanced builders.


  [1]: https://legoaudioinstructions.com/
  [2]: http://legofortheblind.com/instructions

**FACTS:**
The four sets included as part of the pilot rollout are:
11001 LEGO® Bricks and Ideas LEGO® Classic
41365 LEGO® Friends Emma's Art Shop
60207 LEGO® City Sky Police Drone Chase
70821 The LEGO® Movie 2™ Emmet and Benny's 'Build and Fix' Workshop!
 Pilot phase is August 28 – Dec 31

**How it works:** AI software translates LXFML data (LEGO Exchange Format Mel Script) from visual instructions to text based descriptions for braille and voice commanded instructions - The instructions will be available in all markets through www.legoaudioinstructions.com as a free service for all and new instructions are expected to launch on the same site early 2020
For more information please contact the LEGO Group global press office: media@LEGO.com


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THE LEGO® MOVIE 2™ © & ™, Warner Bros. Entertainment Inc. & The LEGO Group. LEGO, the LEGO logo, DUPLO, the Minifigure and the Brick and Knob configurations are trademarks and/or copyrights of the LEGO Group. ©2019 The LEGO Group. All rights reserved.

**About the LEGO Group:**
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.

Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 140 countries worldwide. For more information: www.LEGO.com

**About the LEGO Foundation:**
The LEGO Foundation aims to inspire and develop the builders of tomorrow; a mission that it shares with the LEGO Group. The LEGO Foundation is dedicated to building a future where learning through play empowers children to become creative, engaged, lifelong learners. Its work is about re-defining play and re-imagining learning. In collaboration with thought leaders, influencers, educators and parents the LEGO Foundation aims to equip, inspire and activate champions for play. www.LEGOFoundation.com

**About Austrian Research Institute for Artificial Intelligence:**
The Austrian Research Institute for Artificial Intelligence (OFAI) is one of Europe's leading non-profit contract research institutions. Since 1984, it has been cooperating with international and national organizations, companies, universities and research institutes from almost 30 countries. It is a research institute of the Austrian Society for Cybernetics (OSGK), a registered scientific society founded in 1969. In solving the problems of its partners, OFAI uses methods like machine learning and data mining, language and speech technology, neural networks, intelligent software agents and other software technologies, with many of the underlying methods developed in-house. Services range from consultancy, basic and applied research on a contractual base, to working as partner or prime contractor in scientific projects on national or European level, with 35 years of experience in a diversity of domains.

**About CereProc**
CereProc, founded in 2005, creates text-to-speech solutions for any type of application. Its core product, CereVoice, is a fast, cost-effective voice creation engine and is available on any platform, from mobile and embedded devices to desktops and servers. CereProc voices have character, making them appropriate for a far wider range of applications than traditional text-to-speech systems, including the innovative Hanson Robotics singing synthesis project. Developed by a team of speech synthesis experts, and widely regarded as the most advanced in the world, CereProc voices are changing the lives of people around the world. The company continues to innovative, supporting individuals and businesses with their Text-to-Speech needs.

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Inspired by blind entrepreneur, Matthew Shifrin, the new building instructions will help children with vision impairment build and learn through play using LEGO bricks

The LEGO Group to pilot LEGO® Audio & Braille instructions

Treehouse.zip

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**Since the LEGO Group launched its first bricks made of plant-based polyethylene last year, the sustainable bricks have increasingly been included in new LEGO sets. The Treehouse contains the highest number of sustainable bricks ever in a LEGO set and is another important step to fulfill the LEGO Group’s sustainability ambitions.**

A gathering point for family and friends. A secret hideout. A fortress. A sleepover. LEGO fans can now immerse themselves in the intricately detailed LEGO IDEAS Treehouse. A challenging build, the exclusive set, made up of more than 3000 elements, is one of the largest LEGO IDEAS sets to date.

The Treehouse is packed with play-inspiring features and comes with a landscape base and removable treetop to reveal three detailed cabins. A special feature of the set is that all 185 plants and leaves are made from sustainable materials sourced from sugarcane. This includes the treetop canopy, which has interchangeable sets of green summer leaf elements and yellow and brown fall leaf elements.

Tim Brooks, Vice President, Environmental Responsibility, the LEGO Group, said: “When I first saw the model, I was blown away. Not only because it looks amazing, but also because it connects strongly to the very reason, we are investing so much time and effort in identifying new and sustainable materials, which is to preserve natural resources and fulfill our planet promise. It really is an important step in our ambitious target of making all LEGO elements from sustainable materials.”

During 2018, the LEGO Group began making botanical elements, including trees, leaves and bushes, from plant-based polyethylene using sustainably sourced sugarcane. Children and parents will not notice any difference in the quality, durability or appearance of the new elements, because plant-based polyethylene has the same properties as conventional polyethylene. These elements represent the first milestone in the LEGO Group’s ambitious commitment to making products using sustainable materials by 2030.

The Treehouse is an example of how the LEGO Group uses co-creation to foster innovation, as the original idea was submitted through the LEGO IDEAS platform, where LEGO fans can upload their creative builds. Users then have a chance to review and support the model and, given sufficient support, the build can end up as a certified LEGO set with the help of LEGO master designers. In this case, the model was submitted  by fan designer Kevin Feeser from Nancy, France. Kevin’s motivation for creating a treehouse stems in particular from his passion for the great outdoors combined with pretty sophisticated LEGO building skills.

The LEGO IDEAS Treehouse model is available directly from LEGO Retail Stores and LEGO.com exclusively for LEGO VIP members beginning July 24, 2019, with general public availability beginning August 1, 2019.


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Notes to Editors

21318 LEGO IDEAS Treehouse

Available in LEGO Retail Stores from 1st August 2019
RRP: [199,99 €/$]
Age: 16+
3036 pieces, including 185 botanical elements made from plant-based polyethylene plastic using sustainably sourced sugarcane.
The set measures over Measures over 14” (37 cm) high, 10” (27 cm) wide and 9” (24 cm) deep
Imagery of the new 21318 LEGO IDEAS Treehouse can be found here: www.LEGO.com/AboutUs/MediaLibrary

Fans can submit their own LEGO set ideas at ideas.LEGO.com 

For further information and imagery, please contact the LEGO press office: media@LEGO.com

The Treehouse contains the highest number of sustainable bricks ever in a LEGO set and is another important step to fulfill the LEGO Group’s sustainability ambitions.

LEGO® Treehouse blooming with sustainable bricks

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**Motivated by stories and ideas from blind people around the world, the LEGO Foundation and LEGO Group will pilot a grassroots innovation that can help blind and visually impaired children learn through play using LEGO® bricks.**

Paris, France April 24: Today, the LEGO Foundation and LEGO Group will announce their support of a pioneering project that will help blind and visually impaired children learn Braille in a playful and engaging way using Braille customised LEGO® bricks. The project, LEGO Braille Bricks, will be unveiled today at the Sustainable Brands Conference in Paris, France.

The concept behind LEGO Braille Bricks was first proposed to the LEGO Foundation in 2011 by the Danish Association of the Blind and again in 2017 by the Brazilian-based Dorina Nowill Foundation for the Blind. It has since been further shaped in close collaboration among blind associations from Denmark, Brazil, UK, and Norway and the first prototypes are now in those same countries for concept testing.

“With thousands of audiobooks and computer programs now available, fewer kids are learning to read Braille,” said Philippe Chazal, Treasurer of the European Blind Union. “This is particularly critical when we know that Braille users often are more independent, have a higher level of education and better employment opportunities. We strongly believe LEGO Braille Bricks can help boost the level of interest in learning Braille, so we’re thrilled that the LEGO Foundation is making it possible to further this concept and bring it to children around the world.”

LEGO Braille Bricks will be moulded with the same number of studs used for individual letters and numbers in the Braille alphabet, while remaining fully compatible with the LEGO System in Play. To ensure the tool is inclusive allowing sighted teachers, students and family members to interact on equal terms, each brick will also feature a printed letter or character. This ingenious combination brings a whole new and playful approach to get blind and visually impaired children interested in learning Braille, enabling them to develop a breadth of skills needed to thrive and succeed in a fast-paced world.

LEGO Group Senior Art Director, Morten Bonde, who suffers from a genetic eye disorder that is gradually turning him blind, worked as an internal consultant on the project. Morten currently has 4-degree sight left but is determined not to let his loss of sight limit him.

“Experiencing reactions from both students and teachers to LEGO Braille Bricks has been hugely inspirational and reminded me that the only limitations I will meet in life are those I create in my mind. The children’s level of engagement and their interest in being independent and included on equal terms in society is so evident. I am moved to see the impact this product has on developing blind and visually impaired children’s academic confidence and curiosity already in its infant days.”

The product is currently being tested in Danish, Norwegian, English and Portuguese, while German, Spanish and French will be tested in Q3 2019. The final LEGO Braille Bricks kit is expected to launch in 2020 and will be distributed free of charge to select institutions through participating partner networks in the markets where testing is being carried out with partners. It will contain approximately 250 LEGO Braille Bricks covering the full alphabet, numbers 0-9, select math symbols and inspiration for teaching and interactive games.

“Blind and visually impaired children have dreams and aspirations for their future just as sighted children” said John Goodwin, CEO of the LEGO Foundation. “They have the same desire and need to explore the world and socialise through play, but often face involuntary isolation as a consequence of exclusion from activities. In the LEGO Foundation, we believe children learn best through play and in turn develop the breadth of skills, such as creativity, collaboration and communication, that they need in the post 4th Industrial Revolution. With this project, we are bringing a playful and inclusive approach to learning Braille to children. I hope children, parents, caregivers, teachers and practitioners worldwide will be as excited as we are, and we can’t wait to see the positive impact.” 

**FACTS:**
WHO estimates that on global level 19 million children are vision impaired. Of these approx. 1.4 million children have irreversible blindness.
 Around 75% of European adults with a sight disability are unemployed. For the whole group of people with disabilities in Europe, 53% are unemployed. Unemployment is closely linked to discrimination, poverty and social exclusion (source: European Disability Forum and European Blind Union)
In the United States only 10% of blind children are learning to read Braille, compared with over 50% in the 1950s (National Federation of the Blind report). However according to the American Printing House for the Blind, there’s indication that the trend is finally moving forward with the public regaining faith in the relevance of learning Braille despite advanced digital aids for blind
Children with disabilities often face difficulties in the school system, because there are not enough resources (source: European disability Forum and Human Rights Watch)
 

**About the LEGO Foundation**
The LEGO Foundation aims to inspire and develop the builders of tomorrow; a mission that it shares with the LEGO Group. The LEGO Foundation is dedicated to building a future where learning through play empowers children to become creative, engaged, lifelong learners. Its work is about re-defining play and re-imagining learning. In collaboration with thought leaders, influencers, educators and parents the LEGO Foundation aims to equip, inspire and activate champions for play. www.LEGOFoundation.com 


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**About the LEGO Group**
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.
Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 140 countries worldwide. For more information: www.LEGO.com

For more information, please contact: media@LEGO.com

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Motivated by stories and ideas from blind people around the world, the LEGO Foundation and LEGO Group will pilot a grassroots innovation that can help blind and visually impaired children learn through play using LEGO® bricks.

We have teamed up with blind associations to pilot LEGO® Braille Bricks

The LEGO Foundation and the LEGO Group team up with blind associations to pilot LEGO® Braille Bricks and develop children's breadth of skills

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