Recognizing that kids view the world with unparalleled creativity, we engaged them to explain the significance of play and its transformative power. With play under global threat, the LEGO Group and partners championed the creation of a UN-recognized International Day of Play, ratified in March 2024. Our mission was to celebrate its inaugural year.

We produced a short film featuring children from diverse backgrounds using LEGO bricks to create imaginative gifts for the world. Their creations and insights underscored the magic and necessity of play, supplemented by facts for adults. The campaign culminated in the first International Day of Play on June 11.