Government News
LEGO Group brings 'World Play Day' to Shanghai 2025-06-16
The World Play Day event is held from June 11 to July 27 at the West Bund Dream Center in Shanghai.LEGO Group celebrated World Play Day on Wednesday with key events in Shanghai, Berlin, Boston and London, as the Danish toymaker ramps up engagement in its key growth market.
The initiative aims to inspire children and families to reimagine urban spaces through the lens of play. The activation in Shanghai dubbed the "World Play Day", opened at the West Bund Dream Center in Shanghai on June 11 and will run to July 27.
The campaign comes as new research commissioned by LEGO Group shows a growing disconnect between urban development and child-friendly planning. Nearly a third of the world's children live in urban areas, projected to rise to 70 percent by 2050. Yet, many of these children feel overlooked in city planning.
The study, which surveyed 10,000 parents and 10,000 children aged 6 to 16 across the world including the UK, US, France and Poland, found that urban centers are generally falling short in providing safe and inclusive spaces for play.
"Play should not be limited to homes and schools - it should extend into our streets, parks and public spaces," said Julia Goldin, chief product and marketing officer at LEGO Group. "This World Play Day we're providing kids with a platform to share their brilliant ideas, transforming their bold concepts into playful experiences that everyone can enjoy, and that we hope will inspire lasting change for generations to come."
The Shanghai event coincides with a broader push by LEGO Group to widen its reach in China, particularly in the year when the long-awaited LEGOLAND Shanghai Resort is opening on July 5.
Covering 318,000 square meters in the city's Jinshan district, the resort, which is the world's largest LEGOLAND, comprises a theme park and a hotel for children ages 2 to 12 and their families.
Goldin added that China continues to be a high-potential market for the company.
Julia Goldin, chief product and marketing officer at LEGO Group, attends the World Play Day event in Shanghai on June 11. She emphasized that play should not be confined to homes and schools but should extend into streets, parks and public spaces.
"With more than 400 retail stores across over 100 Chinese cities, we're committed to expanding our presence with a portfolio of products tailored for Chinese consumers," Goldin said.
She highlighted several locally relevant product lines, including the Shanghai Skyline set, the LEGO Botanical Collection featuring Chinese flora, and the Monkie Kid series, inspired by traditional Chinese mythology.
To engage with evolving fans around the world, the toymaker is also leveraging global partnerships to tap into consumer passions beyond traditional toy play. The group recently teamed up with sportswear brand Nike and Formula 1 race, to integrate play into sports culture.
"We only pursue these collaborations when we can add extra value to the passion point," she said. "With Nike and Formula 1, we can bring play into the sport and give fans the opportunities to delve into their key passion point in a new way."
Source: China Daily
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