LEGO Group to Transform Cities Through Kids’ Imagination on World Play Day

(IN BRIEF) On June 11, 2025, the LEGO Group will celebrate its inaugural World Play Day, in honor of the UN’s International Day of Play (IDOP). The event will unfold across multiple cities globally, including London, Berlin, Boston, and Shanghai, as part of a larger campaign to champion children’s right to play, which the LEGO Group successfully advocated for the UN to adopt. With a star-studded line-up of Playmakers, including engineers, artists, musicians, and creators, the LEGO Group aims to showcase the transformative power of play in urban spaces. Kids worldwide are invited to share their creative ideas for making cities more fun through the new Build the Change challenge. The event will feature immersive, playful experiences that reflect kids’ wildest ideas for transforming urban spaces. In cities like Shanghai, Berlin, Boston, and London, the LEGO Group will collaborate with local communities and families to bring these ideas to life. The goal is to inspire children to reimagine their cities, creating playful environments that encourage growth, creativity, and well-being.

(PRESS RELEASE) BILLUND, 7-May-2025 — /EuropaWire/ — The LEGO Group is calling on kids and families around the world to join in on the fun as it celebrates its first-ever World Play Day on June 11, 2025, in honor of the United Nations International Day of Play (IDOP). After successfully advocating for the creation of IDOP, the LEGO Group is dedicated to championing and protecting children’s right to play.

On World Play Day, the LEGO Group will partner with a global team of cutting-edge artists, engineers, and creators – known as Playmakers – to show the world how play can transform cities in unexpected and joyful ways. The LEGO Group is calling on kids everywhere to imagine how they would make their cities more fun and to share their creative ideas through the new Build the Change challenge. The winning ideas will be showcased globally on LEGO.com and shared with decision-makers to inspire future urban development.

The LEGO Group’s World Play Day celebrations will take place in major cities such as London, Berlin, Boston, and Shanghai, where kids and families will enjoy unique immersive experiences based on the creative ideas they’ve shared. These events will feature hands-on play stations where children can explore, reimagine, and design spaces that inspire joy and creativity.

“We believe that play has the power to change the world. When children are free to use their imaginations, they often come up with the most groundbreaking solutions to make urban spaces more engaging, joyful, and meaningful,” said Remi Marcelli, Senior Vice President of Global Brand Development at the LEGO Group. “With World Play Day, we want to encourage children everywhere to unleash their creativity and play a role in shaping the future of their communities.”

Global Playmakers Unite
To bring these creative visions to life, the LEGO Group has partnered with a remarkable group of Playmakers, including renowned scientists, artists, musicians, and influencers from around the world. Among them is Mark Rober, a former NASA engineer and one of the most popular science and engineering creators on YouTube, who will work with kids to turn their imaginative urban designs into real-world experiences.

Joining Rober are other global creators, including Zoe Wees (Germany), Younes Zarou (Germany), Jamad Fiin (US), Cedric Mitchell (US), Mulyana (Indonesia), Sha’an D’Anthes (Australia), and Xie Qiongzhi (China). These Playmakers, with a combined fanbase of over 62 million, will inspire children everywhere to use play as a force for positive change.

Mark Rober commented, “As a child, I always loved to tinker and build – play was how I learned to think outside the box. With LEGO bricks and the power of your imagination, kids have the chance to rebuild the world.”

Immersive Experiences Across the Globe
On June 11, kids’ creative ideas for playful cities will be brought to life in real-time across different cities:

In Shanghai, various riverside locations will be transformed into playful, immersive experiences that highlight children’s visions for joyful public spaces.
In Berlin, the LEGO Group will take over local Spätis (corner shops) to provide engaging play opportunities, focusing on kids’ passions like music and sports.
In Boston, interactive play moments inspired by local culture will be introduced, inviting kids to reimagine their city through hands-on play.
In London, in partnership with Serpentine, the LEGO Group will unveil the Play Pavilion – an immersive environment that celebrates the creative power of play.

Join the Build the Change Challenge
The LEGO Group is inviting children worldwide to submit their ideas for playful cities through the Build the Change challenge. Kids can share their ideas by visiting www.LEGO.com/WorldPlayDay and using the hashtag #BuildtheChange on social media. Selected ideas will be featured in a global gallery, and kids will have the opportunity to see their creative visions shared with urban planners and decision-makers.

Additional World Play Day Activities
In the lead-up to World Play Day, the LEGO Group will also host various activities to inspire play:

The LEGO Festival at seven LEGOLAND resorts around the world.
A free LEGO Education World Play Day Educator Toolkit will be available to teachers globally from May 19 to help implement play-based challenges in classrooms.
The Build the Change Playful Cities activity will take place at LEGO House, LEGOLAND Discovery Centres, and over 30 community partners worldwide.

For more information on how to get involved and celebrate World Play Day, visit www.LEGO.com/WorldPlayDay.

About the LEGO Group
The LEGO Group is a global leader in play, with products that stimulate creativity and imagination. Founded in Denmark in 1932, the LEGO Group is committed to inspiring and developing the builders of tomorrow. With innovative products and solutions, the LEGO Group encourages learning through play and helps children to explore, build, and grow in a world of endless possibilities.

For more information, visit www.lego.com.

Notes to Editors

THE LEGO GROUP PLAYMAKERS

Germany
Zoe Wees, the German-born, London-based singer-songwriter behind global hits like Girls Like Us and ‘Control’ a deeply personal track about living with epilepsy. Since then, Wees has built a loyal fanbase of 3.7 m followers across Instagram, TikTok and YouTube.

Instagram: @zoe.wees (363K)
TikTok: @zoeweesofficial (2.6M)
YouTube: Zoe Wees (743K)

Younes Zarou (@youneszarou)
If you’ve ever seen a mind-blowing TikTok illusion and thought, “How did he do that?”- chances are, it was Younes Zarou. This Frankfurt-based content creator is a master of visual tricks and behind-the-scenes magic, turning everyday objects into viral sensations. He’s one of TikTok’s biggest stars, and his creativity keeps millions tuning in for more.

Instagram: @youneszarou (18.1M)
TikTok: @youneszarou (56.7M)
YouTube: Younes Zarou (26.7M)

United States

Lourdes Villagómez (@lourdes_villagomez)
Think bold colors, stunning murals, and a celebration of Mexican culture – that’s the magic of Lourdes Villagómez. Born and based in Mexico City, Lourdes’ artwork turns everyday spaces into vibrant masterpieces. Her signature style blends tradition with modern design, making her a go-to artist for brands and collectors worldwide.

Instagram: @lourdes_villagomez (122K)
TikTok: @lourdes_villagomez

Cedric Mitchell (@cedricmitchelldesigns)
Glassblowing meets cool, contemporary design in Cedric Mitchell’s work. Born in Tulsa, Oklahoma, and now based in Los Angeles, Cedric took an unexpected path from aspiring hip-hop artist and producer to sought-after glass artist. His sleek, colorful pieces bring a fresh, modern edge to the craft, earning him fans and collectors across the globe.

Instagram: @cedricmitchelldesigns (36.6K)
TikTok: @cedricmitchelldesigns
YouTube: Cedric Mitchell Designs

“Creativity and play are where the best ideas are born. From glassblowing to music production, I’ve learned that there are no limits to what you can create.”

Brandon McCadney (Mad Keys)
Mad Keys is a genre-blending producer and multi-instrumentalist from St. Louis, known for fusing hip-hop, jazz, and soul into a sound that’s both thoughtful and boundary-pushing. His musical journey began with violin at age 9 and evolved into beatmaking by middle school, unaware those early experiments would shape his future.

After relocating to Washington D.C. during the pandemic, he chose to fully pursue music over a career in comms design, turning to social media to share his creative process—building a community through transparency, storytelling, and consistent behind-the-scenes content. His work reflects a wide sonic range, heard across projects like the piano-driven Currents EP, the experimental A Few Ideas, Vol. 1, and Healing Out Loud, a collaborative release with Maryland artist “Heno.”

Instagram: @madkeys_ (172K)
TikTok: @madkeys_ (68.9K)
YouTube: @madkeys_ (6.4k)

“Creating music is play for me. When you build something with LEGO bricks, just like a song, it always begins with a foundation. What excites me the most about this is introducing the next generation to the world of music making in a fun way that I wish I had growing up.”

Jamad Fiin
A basketball player, a trailblazer, and an all-around inspiration – Jamad Fiin is proof that nothing can stand in the way of passion. Born and raised in Boston, she went viral for playing hoops in a hijab, challenging stereotypes and inspiring young athletes everywhere. Now, she runs basketball camps for girls and keeps breaking barriers in the sports world.

Instagram: @_jamaaad (1.2M)
TikTok: @_jamaaad (2.3M)
YouTube: Life With Jamad

“Play is more than just fun – it’s about learning resilience, teamwork and how to keep pushing through challenges. Whether you’re on the court or dreaming up something new, your creativity has the power to take you anywhere. So, get into ‘play mode’ and let your imagination run wild this World Play Day!”

Indonesia
Mulyana
If the ocean had a storyteller, it would be Mulyana. This Bandung-born, Yogyakarta-based artist crochets incredible underwater worlds, full of vibrant coral reefs and sea creatures. His work isn’t just stunning—it’s a reminder to protect our oceans and appreciate their beauty.

Instagram: @mangmoel (42.4k)
YouTube: @themogusify

“The ocean inspires my work and I believe play is the perfect way to explore and protect our world. Every idea you have is a new adventure. I can’t wait to see your designs!”

Australia
Sha’an D’Anthes
Sha’an D’Anthes is the creative force behind Furry Little Peach. From her Sydney studio, she crafts playful, dreamy illustrations that transport you into a world of color and whimsy. Whether she’s designing books, prints, or brand collabs, her art is a joyful celebration of creativity.

Instagram: @furrylittlepeach
TikTok: @furrylittlepeach
YouTube: Furry Little Peach

“Play is where we let our creativity flow. There’s no limit to what you can make! Whether through art or stories, your imagination is the key to creating something magical. I can’t wait to see what you all dream up!”

China
Xie Qiongzhi
Last but not least, meet Xie Qiongzhi, the Chinese architect who intends to integrate public art practices with cultural elements and sustainable materials. Her ambition is to create urban spaces that are both functional and artistically impactful.

Red:
“Play is a language to rebuild the cities. I want to create a better city together with the LEGO brand that exists only for play.”

About The LEGO Group:
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.

Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide. For more information: www.LEGO.com.

About Build the Change:
Build the Change is a LEGO Group social impact program, supported by the LEGO Foundation. It is an award-winning program that inspires children to unleash their creativity and their voice as they build a brighter future through play.

Children tackle real planet and people challenges using LEGO® bricks or any materials available, before sharing their ideas with each other and the world to help spark change.

Millions of children worldwide take part in this program in schools, homes and communities, developing key skills they need to thrive from creative confidence to collaboration. Learn more at www.lego.com/build-the-change.

Media Contact:

email: media@lego.com.

SOURCE: LEGO

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