Lego held its first World Play Day yesterday, in honour of its ninetieth birthday. It’s going to mark the event through an eclectic collection of world occasions – together with a Lego maze in York, a brand new play house in Harlem, New York, in addition to in-store occasions internationally.
There may be additionally an internet site that includes concepts of latest Lego builds and movies starring well-known Lego followers corresponding 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 expertise 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 huge 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, we’ve and can at all times attempt to proceed Ole’s legacy by serving to all households, wherever they’re on this planet, to play nicely.”
Lego continues to efficiently change with the instances, efficiently bringing in digital components and a film franchise to accompany its core product, which stays the plastic brick.
In a latest interview, CMO Julia Goldin defined the model’s guiding philosophy: “We have now been extraordinarily constant in being clear about our primary precedence being youngsters. That has not modified in any respect for the reason that firm began 90 years in the past … we’ve a transparent mission to encourage and develop the builders of tomorrow, and that has been the umbrella that drives every thing.”
“Up to now few years our technique has actually been about staying legitimate and fascinating with youngsters. We actually imagine we provide them great alternatives to develop. We all know that play is important for his or her childhood and we wish to provide them the absolute best experiences.”
