Licensing New Product Toys

New LEGO Deals, Product Focus on Ocean Sustainability


The LEGO Group released a new LEGO Friends theme Sea Life Rescue, which includes four sets focussed on life-saving marine missions. To mark the launch, the brand partnered with National Geographic Kids to develop a campaign designed to inspire children to take action to keep our oceans safe for all animals.


LEGO Friends Sea Life Rescue

The new LEGO Friends sets include:

  • Turtles Rescue Mission. Featuring an amphibious vehicle, kids can build and rescue stranded baby turtles from the island. Treat the turtles in the beachside clinic before releasing them back into the ocean.
  • Dolphins Rescue Mission. This buildable submersible craft that will take kids to rescue a dolphin caught in a shipwreck.
  • Lighthouse Rescue Center. Build a life-saving research lab featuring a sea lion play area, rest area, office and an observation deck with a lamp that can be lit by pressing the lighthouse roof.
  • Rescue Mission Boat. Build and transport sick sea animals in this high-powered speedboat that includes a bay with a launching function, a swiveling crane with a stretcher, and a lookout position.


When I was young, dolphins were my favorite animal so this theme is a personal favorite of mine,” said Senior LEGO Designer Juliane Aufdembrinke. “Children today continue to love dolphins and sea life in general, but are also passionate about protecting ocean life. The Sea Life rescue theme is designed to inspire the marine biologists, engineers and conservationists of tomorrow – in a fun and playful way.”


The National Geographic Campaign


The LEGO Group and National Geographic have combined forces to create a campaign which encourages families to think of daily actions which can make a difference to the environment. It will feature National Geographic explorer and submarine pilot Erika Bergman, who introduces children to her work, the value of play, and how important it is to think creatively if we are to solve the challenges facing our oceans.


“This campaign is designed to share with children the realities of caring for our fascinating and magical sea life,” said Bergman. “We want them to understand the challenges facing marine animals and be inspired to come up with new ideas to protect them. The LEGO Friends Sea Life Rescue sets offer a great platform for children to explore caring for sea life in a fun, creative way and the campaign encourages them to take action, including pledging to become official ‘Sea Life Friends’. We know kids of today are hugely committed to protect our planet and wildlife, so it’s exciting to team up with LEGO Friends to connect education, play, inspiration and action.”


The campaign will be featured on LEGO Group and National Geographic Kids platforms.





Ocean Heroes Bootcamp

The new line comes on the heals of another ocean-focused partnership, with Ocean Heroes Bootcamp, a youth leadership program co-founded by non-profits Lonely Whale, Captain Planet Foundation and Point Break Foundation. Through this partnership, LEGO Group will run sessions at the annual bootcamp on how play can help in the ideation process of creating ocean campaigns.


In addition, a LEGO Group representative will serve as an official pitch panel judge. Here, 10 youth selected by their peers will pitch their campaign to an expert panel of judges that also includes Lonely Whale co-founder and UN Environment Goodwill Ambassador Adrian Grenier, international environmental advocate Laura Turner Seydel, Litterati Founder Jeff Kircschner, Turning Green Founder Erin Schrode, and James Bartram of Ocean Wise.


“Children are passionate about protecting the environment and we believe we have a responsibility to help them,” said Mari-Louise Jonsson, senior director, responsibility engagement at the LEGO Group. “LEGO play is about equipping children with skills to tackle 21st century problems, and there is nothing more urgent than building a sustainable future. The partnership is part of our Planet Promise – to have a positive impact on the world and society children will inherit.  Engaging children around the issues which shape their future is key to fulfilling this promise.”


Ocean Heroes Bootcamp was co-founded by Lonely Whale, Captain Planet Foundation, and Point Break Foundation in 2018 with the aim to give a voice to the next generation environmentalists. The 2019 Bootcamp will take place in Vancouver, British Columbia at the end of June.  More than 300 young people from 20 countries aged between 11 and 18, will come together to learn more about the challenges facing the environment and how to create their own environmental campaigns. Ocean Heroes Bootcamp is dedicated to empowering and inspiring future generations to protect our precious oceans.