The Lego Superpower Academy is an immersive play experience that runs until 18th October and forms part of the Lego Group’s Play Is Your Superpower campaign.
The Lego Superpower Academy has opened its doors in Shoreditch, London. The experience forms part of the Lego Group’s second annual World Play Day celebrations – a day dedicated to celebrating the benefits that play brings and encouraging families to take a moment to play.
The Lego Superpower Academy will be open until 18th October to help families rediscover the power of play as they unite superpowers to solve the experience’s unique missions. Each room hosts a different challenge that will test the creativity, problem-solving skills, communication and resilience of players – all set by the Professor of Play.
Celebrities including Katie Piper, Giovanna Fletcher and Cara Delahoyde were the first to compete in the Lego Superpower Academy yesterday. All those who completed the course and unleashed their superpowers graduated as qualified members of the Lego Group’s Play Squad.
East London based artist, Angry Dan, has created a bespoke mural in Shoreditch which aims to inspire commuters to get involved in World Play Day. Guests and passers-by will be invited to design their own tile and add it to the design, leaving their individual Lego mark on the streets of Shoreditch.
Alero Akuya, VP of Global Brand Development at the Lego Group said: “Kids and families need play, it’s as simple as that. It helps children develop crucial superpowers, or skills that benefit them both now and in the future. But it’s not only children that benefit from play – it makes the whole family happier, builds stronger family bonds and improves wellbeing”.
Families who are unable to visit the experience in person can take part in an online mission inspired by the Lego Superpower Academy and claim their Play Hero Badge at Lego.com/kids.
The event runs from 12th – 18th October at The Lego Superpower Academy, White Rabbit, Shoreditch, London, EC2A 3HJ. Entry is free but tickets must be booked in advance here
The Lego Superpower Academy has also connected with local primary schools and community in East London, bringing exclusive sessions and experiences to them on October 13th.