Lego’s 90th Anniversary Activations
Published 17 August 2022
Soothing parental anxieties about children’s post-pandemic wellbeing while keying into its core brand mantra, Lego celebrated its 90th anniversary last week with its World Play Day. Comprising in-person and online activations – including a Lego-themed maze and dedicated microsite – it responds to the brand’s Play Well 2022 study, highlighting how family life and play are under pressure.
Play Well: The vast majority of respondents in Lego’s Play Well study, which polled families in 30 countries worldwide, thought play helped children build skills like creativity (93%) and problem-solving (92%), and improved their wellbeing (95%). But over a third (34%) said their families don’t play together enough. This gap was attributed to lacking time due to other commitments, including working long hours (31%) and chores (28%).
Harlem Playscape: Encouraging play while fostering local community connections, Lego created a playscape installation in Harlem, New York. It partnered with American artist Hebru Brantley and New York-based youth development non-profit The Brotherhood Sister Sol (with which it has worked since 2020).
Comprising an outsized mural painted onto a pedestrianised road, metal sculptures of Lego bricks, and giant flowers with clouds for petals, the space is intended to allow all visitors to experience the world from the perspective of a child’s imagination.
Lego also created a maze in York, northern England – the aerial view of which depicted the outline of a Lego figure – in collaboration with York Maze.
Play Day Microsite: Lego’s 90 Years of Play microsite features ideas for builds alongside videos of grown-up fans, ranging from British-Israeli chef Yotam Ottolenghi to French footballer Thierry Henry building a sandwich and a trophy, respectively. It also comprises articles on the importance of play for both children and adults.
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