The Lego Group is launching its biggest ever initiative which aims to re-balance a global deficit in kids’ playtime via inspirational play-focus content, tips for parents and the new Superpower Academy.

A new study has discovered that one in three children globally are spending less time playing a week than most adults spend scrolling on their smartphones per day. 70% of UK parents are choosing achievement-based activities for their kids over unstructured play as they believe it opens greater opportunities for them in the future.

The global study of over 32,000 parents of kids aged from 6-12 years old was commissioned by The Lego Group, which has announced its new Play is Your Superpower campaign, aimed at addressing the global lack in play amongst children.

As part of the World Play Day celebrations on 12th October 2023, the Lego Group is inspiring families to re-prioritise playtime, emphasising its critical importance in childhood development and the role it has in bringing fun to families around the world.

To help all ages unleash their superpower of play, the Lego Group has launched a series of playful initiatives. From interactive events to playable missions on Lego.com, the day’s play-packed roster is full of inspiration to help families and communities find a quick and simple moment of playful joy.

Initiatives from the Lego Group to help families in the UK celebrate World Play Day in the UK:

•   The Lego Superpower Academy in in London’s Shoreditch, free for families from 12th-18th October.
•   A range of celebrities will take over the Lego Group’s social channels for ‘24 hours of fun’ – sharing inspiration for how they are weaving play into the day.
•   Selected Lego Stores across the UK and Europe will be handing out free play mission packs on the day. Click here for more information.
•   Lego Education will be helping teachers bring more play to the classroom with brand new activities designed to help students learn through play.
•   Online, families can take part in a range of quick and easy interactive games and experiences
•   The Lego Life app will also offer kids a huge range of engaging Play Missions and challenges

Singer-songwriter, Paloma Faith, who features in the campaign, said: “I’ve always valued the importance of play – from when I was really young to every day in my career now. Growing up, I used my imagination to build a world full of possibilities and endless excitement. That’s why imagination is my superpower, and it’s something I encourage my children to explore in their everyday lives.”

Christian Pau, VP and UK & Ireland GM at the Lego Group, said: “World Play Day is all about inspiring families to play. It’s no secret that the modern family schedule is packed full of responsibilities that can spill into time for this. The beauty of play is that it is limitless; you can play anywhere, with anything and also, by just using your imagination. A world with more play means more creativity, innovation, togetherness and most importantly, fun.”

For more information on Lego’s Superpower Academy and World Play Day initiatives visit www.lego.com/en-gb/world-play-day.