*DECLASSIFIED* LEGO Australia Inspires the Space Generation to Look to the Stars

By the end of the decade, NASA’s Artemis program aims to return people to the Moon1, as part of a bigger ambition to put humans on Mars. The first humans to experience that new frontier will be Generation Alpha - kids born between 2010-2025. The future explorers, dubbed by LEGO Australia as The Space Generation, will take humankind further into the universe than we have ever been, since making that first giant leap in 1969.

Australian parents share this aspiration, with 75 per cent of them agreeing (strongly agree/tend to agree) that The Space Generation are more likely to travel into space than previous generations1. Recognising this and the importance of nurturing children’s passion for space, LEGO Australia has partnered with the Australian Space Agency to help The Space Generation blast off into the future.

As part of this collaboration, the first Astronaut trained under the Australian flag and Australian Space Agency team member, Katherine Bennell-Pegg has joined LEGO Australia in its mission to inspire kids to unleash their imagination and explore the limitless possibilities of space, in any way they like.

“It’s an honour representing Australia as the first astronaut under our flag and to be working with LEGO Australia to encourage The Space Generation to explore the universe!” said Bennell-Pegg. “The Australian Space Agency and LEGO Australia share a unified vision for exploration and discovery, and I believe that unlocking creativity through the medium of LEGO play will give Aussie kids the very best chance to pursue their passion and prepare them for the future.”

Brick by (Space) Brick

Scientists at the European Space Agency (ESA), where Katherine trained, have turned to their love of LEGO brick building when designing launch pads and shelters for astronauts visiting the moon.

As part of the Artemis program, the ESA used dust from a 4.5 billion year old meteorite to 3D print bricks - similar to a LEGO brick - to help design astronaut shelters in space. The ESA LEGO Space Bricks will aim to inspire the builders of tomorrow of how LEGO brick building can help solve out of this world problems.

As part of the partnership with the Australian Space Agency, Sydney space fans can meet Katherine - a real-life astronaut and space adventurer - at the largest LEGO store in the world!

Katherine will be talking with kids about how her curiosity has helped achieve her dreams at:
Pitt Street Mall LEGO Certified Store
16 July 2024 at 10AM AEST

1 Source: NASA Artemis project

About the LEGO Group Study
Independent research was conducted by IPSOS on behalf of the LEGO Group from March 18 to April 22, 2024 among kids aged 4-14 and their parents from the United Kingdom, the United States (n=1,000), China mainland (n=1,000), Germany (n=1,000), Turkey (n=1,000), Australia (n=500), New Zealand (n=500), Singapore (n=1,000), Hong Kong SAR, China (n=1,000), Taiwan Region (n=1,000), India (n=1,000), South Korea (n=1,000), Japan (n=1,000), Spain (n=1,000), France (n=1,000), Italy (n=1,000), and Portugal (n=1,000).

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 means “Play Well”. Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 130 countries worldwide.

For more news from the LEGO Group, and information about our financial performance and responsibility engagement, please visit www.LEGO.com/aboutus.

CONTACT:
For more information, please contact Thrive PR + Communications [email protected].