Lego has declared a World Play Day today to celebrate its 90th birthday with the intention of encouraging “families and communities” to play more.
A series of global events and activations will take place with the likes of Yotam Ottolenghi, Thierry Henry and Alicia Keys promoting the brand.
A new play place will also open in West Harlem as well as several Lego Land takeovers across the globe.
The news comes days after it was announced that Peter Crouch would take part in the campaign in celebration of the brand’s 90th birthday.
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World Play Day is inspired by the brand’s study that found that 82% of children wish they could play and create more.
While Lego has also partnered with Adidas to promote the brand in Berlin, New York and London, the brand has also reopened its largest store in London’s Leicester Square today.
“When my great-grandfather founded the company 90 years ago, he recognized that play could change the lives of children — it brings families together and helps children develop skills that can enable them to reach their full potential,” Lego Group chairman Thomas Kirk Kristiansen said.
“He only had a small workshop, but he had big ambitions to ensure as many children as possible could experience the benefits that play brings. Whether 1932, 2022, or on our 100th Anniversary in 2032, we have and will always strive to continue Ole’s legacy by helping all families, wherever they are in the world, to play well.”
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