Lego held its first World Play Day yesterday, in honour of its ninetieth birthday. It can mark the event by way of an eclectic collection of worldwide occasions – together with a Lego maze in York, a brand new play area in Harlem, New York, in addition to in-store occasions internationally.
There may be additionally a web site that includes concepts of recent Lego builds and movies starring well-known Lego followers comparable to Yotam Ottolenghi, Alicia Keys and Thierry Henry, proving that Lego isn’t just for teenagers. On the coronary heart of all of the occasions lies the model’s total mission: to spotlight the significance of play.
“When my great-grandfather based the corporate 90 years in the past, he recognised that play might change the lives of youngsters – it brings households collectively and helps youngsters develop abilities that may allow them to succeed in their full potential,” says Thomas Kirk Kristiansen, chairman of the Lego Group.
“He solely had a small workshop, however he had massive ambitions to make sure as many youngsters as doable might expertise the advantages that play brings. Whether or not 1932, 2022 or on our a hundredth Anniversary in 2032, now we have and can at all times try to proceed Ole’s legacy by serving to all households, wherever they’re on this planet, to play properly.”
Lego continues to efficiently change with the occasions, efficiently bringing in digital parts and a film franchise to accompany its core product, which stays the plastic brick.
In a current interview, CMO Julia Goldin defined the model’s guiding philosophy: “We’ve got been extraordinarily constant in being clear about our primary precedence being youngsters. That has not modified in any respect because the firm began 90 years in the past … now we have a transparent mission to encourage and develop the builders of tomorrow, and that has been the umbrella that drives every little thing.”
“Prior to now few years our technique has actually been about staying legitimate and interesting with youngsters. We actually imagine we provide them large alternatives to develop. We all know that play is crucial for his or her childhood and we need to supply them the very best experiences.”
