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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.
