The Power of Play: A global force for human development

By Thomas Kirk Kristiansen, 4th generation owner and Chair, the LEGO Group and LEGO Foundation, and Niels B Christiansen, CEO, the LEGO Group, and Sidsel Marie Kristensen, CEO, the LEGO Foundation

In today's fast-paced world, the importance of play often gets overlooked. Yet, play remains a fundamental component of our development as humans and a vital part of children’s wellbeing and growth. Much more than a frivolous activity, play is a vital aspect of life that fosters creativity, problem-solving, and emotional resilience.

Play is the language we all use as children to explore and make sense of the world around us. It helps us develop essential life skills such as confidence, creativity, and critical thinking. It is through play – observing, repeating, adopting and adjusting – that we first learn to navigate social interactions, build relationships and develop empathy.

Ever since the first wooden toys were produced in the workshop of LEGO Group founder Ole Kirk Kristiansen 93 years ago, the development of the LEGO Group has been driven by a deep belief in the importance of play. Our commitment to this cause is reflected in our own, annual World Play Day, where we invite colleagues to set aside their regular work and embrace the fun and creativity of play.

We were pleased to see the importance of play is now recognised much far beyond the LEGO ecosystem. Last year, the United Nations adopted an International Day of Play on June 11 as a testament to the power of play and the need to collectively champion and protect all children's right to play. This global recognition emphasises play as a fundamental component of healthy childhood development and overall well-being. It is an annual reminder for policymakers, educators, parents, and communities everywhere to support children's growth and happiness by protecting and promoting the importance of play.

We should care. Research from the LEGO Play Well Study 2024 highlights the significant benefits of play for both children and adults. Play helps children develop a growth mindset, enhances their learning, and boosts their family's happiness and well-being. For adults, play improves workplace well-being, increases creativity, and strengthens connections with others, including members of their own family. Yet the study also highlights a number of barriers to play, including lack of time and social expectations.

Throughout the LEGO ecosystem, we believe that play has the power to change lives. Our vision is to help remedy the shortfall of play by bringing it to more children and families around the world. That happens through LEGO Play and by working with partners to identify local needs and create unique programmes that increase access to play – all of it aimed at supporting children's development everywhere.

As we celebrate the International Day of Play, let us remember that play is a lifelong necessity – especially for children but equally for all of us. Play remains the source of joy, creativity, and connection that enriches our lives and strengthens our communities. And it remains a sound foundation for a world in which everyone has the opportunity to thrive and grow.