
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.



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A fresh chapter in retail design unfolds this quarter via new store launches spanning the globe in locations as diverse as Oaxaca, Tokyo, São Paulo and London. Key trends include the rise of the brand campus (ultra-multifaceted concept stores), shrines to scent, ‘joytopian’ amusements and breakout play areas,...