AI anxiousness has already change into cultural foreign money in 2026, with manufacturers like Equinox portraying humanity as a luxurious. But whereas the adults fret amongst themselves, one of many world’s most trusted manufacturers, Lego, is making area for teenagers’ voices.
Lego Education, the arm of the Danish toy maker that develops classroom instruments to show science, know-how, engineering, and math (STEM) abilities utilizing its iconic bricks, has unveiled “We Trust in Kids.”
The marketing campaign highlights how most U.S. colleges lack an AI coverage, whereas selling Lego’s new pc science and AI instructing kits for teenagers from kindergarten to eighth grade.
It’s underpinned by analysis from Lego Education and Edelman, which enlisted the assistance of 12 American youngsters to write down a survey about AI, which was despatched to 800 children throughout the U.S., Germany, South Korea, and Australia.
The research discovered that 65% of children really feel excluded from AI conversations, and 83% say adults management the way it’s taught.
“Children all over the world had the same feeling of lack of agency,” Sean Tindale, head of name at Lego Education, instructed ADWEEK. “With this campaign, we wanted to make sure kids weren’t leading the discussion, but still had a voice in the debate around how AI should be brought into the classroom.”
An additional report garnered responses from 1,800 lecturers. While 69% stated AI literacy was vital for college kids’ futures, 40% stated their colleges weren’t geared up to show AI responsibly.
Putting belief in children
To bridge this hole, Lego Education has developed a poignant movie directed by documentarian Lauren Greenfield (The Queen of Versailles, Always’ “Like a Girl”).
The four-minute brief highlights how self-informed and socially conscious youngsters are concerning the tech shaping their future. It exhibits 15 actual children in a classroom discussing AI with a instructor and collaborating on a classroom-safe AI coverage.
The video will run throughout Lego’s web site, paid social, and influencer promotions. It can even be shared at international schooling conferences all through 2026.
“Success for us would look like teachers, ministers of education, or superintendents changing their perception of AI as a scary tool that’s used to chat in class, or making people dumb to something that – given the right tools – can actually become a tool that computer science or teachers at schools can bring into the classroom and educate children about so that we can ready them for the future,” stated Tindale.