The LEGO Group Marks 90 Years with World Play Day
Source: LEGO

On Wednesday, August 10, The LEGO Group will call upon everyone to play as it celebrates nine decades of fun.

World Play Day is the first-ever global LEGO celebration and it’s happening to honor the moment that Danish carpenter Ole Kirk Kristiansen turned his attention to toymaking in 1932.

World Play Day will feature a host of activities that families can take part in at home or at designated locations around the world. The company says that the activities are designed “to help families and communities find a quick and simple moment of playful joy; whatever their age, location or interests.”

“When my great-grandfather founded the company 90 years ago, he recognized that play could change the lives of children — it brings families together and helps children develop skills that can enable them to reach their full potential,” says Thomas Kirk Kristiansen, chairman of the LEGO Group. “He only had a small workshop, but he had big ambitions to ensure as many children as possible could experience the benefits that play brings. Whether 1932, 2022, or on our 100th Anniversary in 2032, we have and will always strive to continue Ole’s legacy by helping all families, wherever they are in the world, to play well.”

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Activations Include:

  • Opening a new play space in West Harlem inspired by local kids and their ideas to bring more play to their community. The design comes from artist Hebru Brantley.
  • 24 hours of play ideas, building challenges, and ‘What Brick Are You?’ quiz, available on LEGO.com, LEGO social media channels, and LEGO Life.
  • Teaming up with singer-songwriter Alicia Keys, soccer legend Thierry Henry, gamer Loserfruit, artist Ruohan Wang, inventor Simone Giertz, chef Yotam Ottolenghi, and international dance music DJ and fashion icon Peggy Gou to remind people how simple and fun play can be with exciting play challenges.
  • In-store activities at LEGO Stores.
  • The newly expanded London Leicester Square store will reopen as the biggest LEGO store in the world.
  • Collaborating with adidas to bring play to the high streets of London, New York, and Berlin with takeovers of its flagship stores.
  • Activities at LEGOLAND Parks.
  • Encouraging families to take part in the·LEGO Foundation’s #PlayPledge movement
  • The unveiling of a 94,128-piece LEGO birthday cake at LEGO House in Billund, Denmark.

Look for more LEGO news in an upcoming print edition of the Toy Book.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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