LEGO centres play in surprising pop-up events around the world
The LEGO Group is returning to its ‘Play is Your Superpower’ campaign by putting play in a variety of surprising settings around the world.
First launched back last year, the LEGO Group’s ‘Play is Your Superpower’ campaign is all about ‘the power of play.’ New research from the toy company shows that one in five families never play together and 76% of parents believe children have less opportunities to play. To help change this and as part of the LEGO Group’s long-standing conviction that play is essential for children’s growth, the LEGO Group is organising a number of play-themed events across the globe.
“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. “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 recognise and build the transformative power of play into their daily routines.”
Many of these take place in surprising locations, such as taking over a traditionally adult-centric space, the Superpower Studios immersive art gallery has emerged in the heart of Paris and is available to visit now. Together with an international squad of Play Ambassadors, led by Creative Advisor and founder of pioneering Parisian concept store Colette, Sarah Andelman, the LEGO Group has put together a new exhibition that celebrates play and connection.
“When we see the world through the untethered and imaginative perspective of kids, it transforms into a place brimming with creativity, joy and connection,” said Andelman. “Creativity flourishes when we embrace playfulness as our muse – it’s the spark that ignites innovation, turns the ordinary into the extraordinary and brings diverse and unique communities and visions together. That’s what Superpower Studios is all about.”
Across the world in China, the world’s most playable library has been created in an immersive experience spread across multiple floors. That includes a Super Playful Reading Room and a vibrant space filled with kids’ fun creations and wild ideas set across three immersive zones. Each zone is themed around Iconic Stories, Space Exploration, and Vehicle Creation, aligning with common popular types of LEGO sets.
In Japan, the LEGO Group is encouraging children to add imagination and creativity to their lives through an innovative restaurant-themed pop-up event, where a culinary-like experience meets creative LEGO play. In Australia, a partnership with children’s entertainer Emma Watkins has resulted in her reimagining her favourite dance studio. With the help of a group of ‘Play Experts,’ they are turning it into a vibrant, creative space using LEGO bricks, showing that play and creativity can transform any environment.
Returning to Europe for the Berlin Festival of Lights, LEGO creations built by families will be showcased at iconic spots like the Brandenburger Tor. Participating families can join the LEGO Creative Camp and rebuild the world with German football legend Thomas Müller.
Click here for more information about Play is Your Superpower.
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