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The LEGO Group launches biggest ever global brand campaign to mark 90 years

The LEGO Group has launched its biggest ever global brand campaign celebrating the power of play and the creativity of its fans in the lead up to its 90th anniversary on 10 August, 2022.

Four years after the launch of its successful ‘Rebuild the World’ brand platform, the company’s latest effort will showcase ‘playful inspiration, activities and collaborations’ after new LEGO research showed that play is fundamental to wellbeing and happiness for the whole family.

The new campaign will invite fans to come together and prioritise play for nine weeks this summer in the company’s first ever full takeover of, social media, e-commerce channels, stores and LEGOLAND parks with the LEGO Foundation and LEGO House’s support.

New hero film – entitled ‘We Are All Builders’ and celebrating the impact that playful building and creation has made on the world in the last nine decades – kicked off the calendar of activities across the summer. This will culminate in the LEGO Group’s World Play Day on 10 August, coinciding with the brand’s 90th anniversary.

Other activities will include turning LEGO stores into playgrounds with anniversary-themed building activities; celebrating the role of play in the lives of creatives including Alicia Keys and Yotam Ottolenghi among others; collaborating with entertainment, art and design, music, fashion, sports and gaming partners; and recreating iconic LEGO models in a special LEGO Classic 90 Years of play set to name just a few.

The 90th anniversary campaign reinforces the important role of play in helping children and families thrive today and in the future – the new LEGO Play Well 2022 study polled 55,000 parents and children in 30 countries and found almost all parents think play helps children develop lifelong skills like creativity (93%), communication (92%), problem-solving skills (92%) and confidence (91%). Play also makes the whole family happier, builds stronger family bonds and improves their wellbeing according to 95% of parents.

“To mark our 90th anniversary this summer, we’re launching our largest ever celebration of play to inspire people around the world to play more; whatever their age, location or interests,” commented Julia Goldin, chief product and marketing officer at the LEGO Group. “We’re delighted to be joined by a host of the world’s most creative brands and personalities that are just as passionate as we are about play and reminding the world how easy, fun and beneficial it can be.”

The fully integrated global campaign will run across a variety of channels including TV, digital, out of home, cinema (UK), e-commerce channels and in the retail stores in over 25 countries. It will also be supported by a series of local activations and playful events in markets where the LEGO Group has a presence.

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