Nine is set to start the second quarter with a new franchise, Lego Masters, hosted by Hamish Blake, which promises audiences a different type of reality show.

Speaking about the audience for the new format show, Nine’s Head of Content, Production and Development, Adrian Swift, argued it was important to understand that Lego Masters is more than just children’s entertainment. 

“Lego Masters is our newest show, and while it’s all about Lego, there’s a whole lot more to it. It’s about people who love Lego and can genuinely tell a story with those little bricks,” says Swift.

“This is not a kids show. It’s for anyone who has ever loved Lego, picked up a brick and built something with it, or even trodden over it in the middle of the night.

Nine announced it would launch Lego Masters in 2019 following its success internationally.

With $100,000 in prizemoney on offer and 2.5 million Lego bricks at their fingertips, the possibilities for the Lego Masters contestants are mind-boggling. Throughout the show the participants consistently impress with their creativity and ingenuity, all in an effort to claim the Lego trophy.

Swift says the key ingredients are the participants, who are set to take everyone by surprise. 

“I think the audience for Lego Masters will be mixed. What’s really important is for people to understand is that it’s a show for people who really love achievement at its most pure.

 “The contestants have skills that very few of us have. What they can do with Lego, the best singers do on The Voice. They’re people with design and building ability, creativity and imagination, and everyone will love it. I think all of us can just stand back and take out hats off to their brilliance.

Swift said Hamish Blake will provide fun and energy to Lego Masters.

“Because he’s so new to this sort of television he brings warmth, charm and humour that we’ve rarely seen on a reality show in Australia. He really sets this show apart as a host who makes you smile.”

Swift also pointed to the involvement of Ryan “The Brickman” McNaught – the only accredited official Lego builder in the Southern Hemisphere.

“What that man does not know about Lego, Mr Lego himself wouldn’t know,” Swift said, noting how McNaught is one of only 14 LEGO certified professionals in the world.

“What I love is the massive scale that these contestants can achieve with something that starts out so small.”