The LEGO Group is celebrating play and its ninetieth anniversary this 12 months.
The toy firm is launching its largest-ever world model marketing campaign, geared in direction of reinforcing the significance of play for youths to develop. The LEGO Play Well 2022 examine discovered nearly all dad and mom imagine play advantages kids in growing creativity, problem-solving abilities, communication, and confidence.
“Play has all the time been the cornerstone of humanity,” says Julia Goldin, chief product and advertising officer on the LEGO Group. “It’s not solely enjoyable, however it’s essential to serving to kids develop important life abilities, strengthening household bonds, and constructing communities. But with competing pressures on the lives of fogeys and kids, play is commonly deprioritized.”
The new marketing campaign invitations LEGO followers to prioritize play for 9 weeks this summer season as the corporate takes over LEGO.com, e-commerce channels, shops, social media, and LEGOLAND parks with the assist of the LEGO Foundation and LEGO House.
The “We Are All Builders” hero movie kicks off a calendar of actions all through the summer season, celebrating the influence that constructing and creation have made on the world throughout the final 9 a long time. The marketing campaign will come to an in depth on LEGO Group’s World Play Day (Aug. 10), a worldwide occasion devoted to the advantages of play.
The summer season actions will embody turning LEGO shops into playgrounds starting June 10, bringing LEGO followers collectively for LEGO CON on June 18, collaborating with a wide range of companions to create playful areas and experiences world wide, recreating iconic LEGO fashions with the LEGO Classic 90 Years of Play development set, and extra.