Lego stores around the world are creating interactive experiences showcasing the power of play — from a playable library in China to a restaurant-themed pop-up in Japan — as part of the brand’s new “Play is Your Superpower” campaign.
The goal is to encourage families to play together, with Lego citing a consumer survey it commissioned showing that 83% of parents see play as a platform for celebrating differences in a fun and positive way. Among kids ages 5 to 12,who were also surveyed, 90% agreed that play is the best way for them to learn, develop and express their true selves.
“The lack of family-friendly play areas and playtime is having a detrimental impact on childhood development,” said Alero Akuya, VP of Global Brand Development at the Lego Group in a statement. “Play is a superpower that fosters confidence, problem-solving abilities and effective communication skills — essential attributes for a successful future. Our goal is to inspire families everywhere to recognize and build the transformative power of play into their daily routines.”
Activations around the world include:
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- The Lego Superpower Studios immersive art gallery in Paris has become the site for a celebration of play and connection. An international squad of Play Ambassadors is led by Creative Advisor and Founder of the Parisian concept store Colette, Sarah Andelman;
- In Australia, Lego is partnering with children’s entertainer Emma Watkins to reimagine her favorite dance studio, turning it into a vibrant creative space using Lego bricks; and
- During the Berlin Festival of Lights, Lego creations built by families will be showcased at iconic locations like the Brandenburger Tor. Participating families can join the Lego Creative Camp and “rebuild the world” with German football legend Thomas Müller.
In November 2023 Lego stores in New York and London created holiday windows that allowed for a transatlantic digital snowball fight, and Lego incorporated “space dust” into bricks and showcased them at eight stores in June 2024. In April 2024 Lego announced plans to make all its U.S. and Canadian stores sensory-inclusive to improve neurodivergent people’s accessibility.
