The LEGO Group is celebrating play and its 90th anniversary this year.
The toy company is launching its largest-ever global brand campaign, geared towards reinforcing the importance of play for kids to grow. The LEGO Play Well 2022 study found almost all parents believe play benefits children in developing creativity, problem-solving skills, communication, and confidence.
“Play has always been the cornerstone of humanity,” says Julia Goldin, chief product and marketing officer at the LEGO Group. “It’s not only fun, but it’s crucial to helping children develop essential life skills, strengthening family bonds, and building communities. But with competing pressures on the lives of parents and children, play is often deprioritized.”
The new campaign invites LEGO fans to prioritize play for nine weeks this summer as the company takes over LEGO.com, e-commerce channels, stores, social media, and LEGOLAND parks with the support of the LEGO Foundation and LEGO House.
The “We Are All Builders” hero film kicks off a calendar of activities throughout the summer, celebrating the impact that building and creation have made on the world within the last nine decades. The campaign will come to a close on LEGO Group’s World Play Day (Aug. 10), a global event dedicated to the benefits of play.
The summer activities will include turning LEGO stores into playgrounds beginning June 10, bringing LEGO fans together for LEGO CON on June 18, collaborating with a variety of partners to create playful spaces and experiences around the world, recreating iconic LEGO models with the LEGO Classic 90 Years of Play construction set, and more.
Click here for more information about the campaign.
