ABOUT

The Lego Foundation has championed ‘Learning Through Play’ for over 90 years.

But the reality is, free play is rapidly declining. With kids leading busier lives than most of us adults; piano lessons one minute, dance classes the next, 84% of them wish they had more time to PLAY.

So, as part of their ‘Build a World of Play’ campaign, in 2022, we wanted to remind families across the world, just how important it really is, setting out on a mission to encourage more play for kids everywhere.

How? By conducting a social experiment…

‘The Most Boring Room Ever’. Six kids. One room. One roll of paper.

And what unfolded was the furthest thing from boring. Kids creating fashion shows, paper forts, robots and even superheroes.

Showing parents, carers, and kids just how simple free play can be. And most importantly, how it can come from anywhere… and anything.

Our film was released widely on the LEGO Foundation’s and LEGO Group’s social channels, generating over 629K organic views across YouTube, Instagram, Twitter and LinkedIn. But the best bit was the people that engaged, commented and shared. From play therapists, to teachers, child mental health specialists, paediatricians and parents, we reached and received validation from the people that matter most.

Then, to take the campaign even further and put our experiment to practice, we challenged families from all over the world to turn everyday moments into something playful on social media. Resulting in reams of beautiful free play videos that secured over 7.1 million impressions.

Inspiring the world to see play in a different way.