LEGO Centers participate in surprise pop-up events around the world

The LEGO Group’s ‘Play is Your Superpower’ campaign, which first launched last year, 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 fewer opportunities to play. To change this, and as part of the LEGO Group’s long-standing belief that play is essential to children’s growth, the LEGO Group is hosting a number of play-themed events around the world.

“The lack of family-friendly play spaces and playtime is having a detrimental effect on children’s development,” said Alero Akuya, VP of Global Brand Development at the LEGO Group. “Play is a superpower that fosters self-confidence, problem-solving and effective communication skills – essential traits for a successful future. Our goal is to inspire families everywhere to recognize the transformative power of play and incorporate it into their daily routines.”

Many of these are taking place in unexpected locations, such as the Superpower Studios immersive art gallery, which takes over a traditionally adult-oriented space and is now open in the heart of Paris. Together with an international team of Play Ambassadors, led by Creative Advisor and founder of the groundbreaking Parisian concept store Colette, Sarah Andelman, the LEGO Group has curated a new exhibition that celebrates play and connection.

“When we see the world through the untethered and imaginative perspective of children, it becomes a place of creativity, joy and connection,” said Andelman. “Creativity flourishes when we embrace playfulness as our muse – it’s the spark that ignites innovation, transforms the ordinary into the extraordinary, and brings together diverse and unique communities and visions. That’s what Superpower Studios is all about.”

In China, the world’s most playable library has been created in an immersive experience spanning multiple floors. This includes a Super Playful Reading Room and a vibrant space filled with fun creations and wild ideas from kids, split across three immersive zones. Each zone is themed around Iconic Stories, Space Exploration and Vehicle Creation, based around 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 experience meets creative LEGO play. In Australia, a partnership with children’s entertainer Emma Watkins has seen her reinvent her favourite dance studio. With the help of a group of ‘Play Experts’, they are transforming it into a vibrant, creative space using LEGO bricks, proving that play and creativity can transform any environment.

Returning to Europe for the Berlin Festival of Lights, LEGO creations built by families will be displayed at iconic locations such as the Brandenburg Gate. Participating families can join the LEGO Creative Camp and help rebuild the world alongside German football legend Thomas Müller.

Click here to learn more about Play Your Superpower.