LEGO® campaign celebrates 90 years
LEGO is celebrating the 90th anniversary of its iconic plastic bricks and ‘The Power of Play’ with a series of events and activities around the world to celebrate World Play Day, including celebrity collaborations, refurbished Leicester Square store for children and families Events, branded tie-ups and the unveiling of a giant plastic birthday cake.
LEGO’s own research found that most parents believe play helps their children develop lifelong skills such as creativity, communication, problem solving and self-confidence. However, the majority of children wish they could play more, and one-third of parents feel that their families don’t play enough together.
We are all builders
Lego public this video, the event’s heroic film celebrates the impact of the past nine decades of intriguing architecture and creation on the world. The new ‘We Are All Builders’ film begins and ends with children, whose boundless imagination and optimism re-imagine the world around them with LEGO bricks as they rebuild the world into a friendlier and more inclusive one than more fun places.
Highlights with the event — Building a World of Play
The hero film will kick-off a calendar of activities across the summer culminating in the LEGO Group’s World Play Day, a global day dedicated to the joy and benefits of play on August 10th, 2022 — the brand’s 90th Anniversary. Activities will include:
• Giving its 24,000+ colleagues around the world time off to celebrate and experience the power of play together on June 10 — the LEGO Group’s annual LEGO Play Day.
• Turning LEGO stores into playgrounds from June 10, with fun, anniversary-themed building activities for visitors and display areas for creations to be showcased
• Celebrating the role of play in the lives of world-renowned creatives such as Alicia Keys, Yotam Ottolenghi and Peggy Gou
• Inspiring families with exciting building challenges and a ‘What Brick Are You?’ quiz, available on LEGO.com, LEGO social media channels and LEGO Life
• Honouring awesome adult fans of LEGO by showing how they have never stopped playing, creating and inspiring us as a brand
• Bringing LEGO fans and families together for an exciting look behind-the-scenes of LEGO HQ with LEGO® CON on June 18
• Showcasing the way children can turn mundane moments into playful adventures, and provide inspiration to help their parents to do the same, as part of the LEGO Foundation’s #PlayPledge movement
• Collaborating with entertainment, art and design, music, fashion, sports and gaming partners to create playful spaces and experiences for communities around the world
• Recreating iconic LEGO models to provide hours of fun and nostalgia for the family with the LEGO Classic 90 Years of Play set. A further, anniversary exclusive set is also still to be revealed
• Inviting LEGOLAND guests in select parks* to ‘Play YOUR Way’ as they experience five different types of play activities and collect badges while exploring LEGOLAND
• And, helping fans of all ages experience a world of playful learning activities with 25 million LEGO bricks at LEGO House in Billund, the “Home of the Brick”.
LEGO was founded by Danish carpenter Ole Kirk Kristiansen, who built his first wooden car in 1932 to teach children about the world. He named the company after the word “Leg Godt,” which means “play well” in Danish.
Today, the LEGO Group is chaired by Kristiansen’s great-grandson, Thomas Kirk Kristiansen, who recounts his ancestors: “He only had a small workshop, but he had big ambitions to make sure that as much as possible More children can experience the benefits of games. “Whether it’s 1932, 2022 or our 100th anniversary in 2032, we have and will always strive to continue Ole’s legacy by helping all families around the world play well.”
The fully integrated global campaign will span various channels including TV, digital, outdoor, cinema (UK), e-commerce channels and retail outlets in over 25 countries. It will also be supported by a range of local events and fun activities in the markets in which the LEGO Group operates.
Conclusion
“Nowadays, it’s hard to find the time to just stop and play. And that’s a problem. Because play is the best, most fun way to bring us closer to our family and friends. Always has been. Always will be.”
With this campaign, Lego reconnects existing and new customers around the world and bring parents and kids back together to spend more times together. This has always been Lego’s goal. Also, encouraging Kids to keep exploring the world and creativity.
