Lego held its first World Play Day yesterday, in honour of its ninetieth birthday. It should mark the event through an eclectic sequence of worldwide 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 recent 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 youths. On the coronary heart of all of the occasions lies the model’s general mission: to spotlight the significance of play.

“When my great-grandfather based the corporate 90 years in the past, he recognised that play may change the lives of kids – it brings households collectively and helps kids develop abilities that may allow them to achieve 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 kids as doable may expertise the advantages that play brings. Whether or not 1932, 2022 or on our a centesimal Anniversary in 2032, we’ve got and can at all times attempt 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 instances, efficiently bringing in digital parts 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 kids. That has not modified in any respect because the firm began 90 years in the past … we’ve got a transparent mission to ­encourage and develop the builders of tomorrow, and that has been the umbrella that drives all the things.”

“Up to now few years our technique has actually been about staying legitimate and fascinating with youngsters. We actually consider we provide them large alternatives to develop. We all know that play is crucial for his or her childhood and we need to provide them the very best experiences.”