Kuala Lumpur, 19 September 2024: New global findings by the LEGO Group revealed that families who play together the most are the happiest, while a resounding 90% of children agree that play is the best way for them to learn, develop, and express their true selves.
The research spanning 36 locations with over 61,500 parents and children ages 5-12 also uncovered that 83% of parents see play as a platform for celebrating differences in a fun and positive way and as key to fostering a more inclusive worldview (85%). When play takes center stage, it has the superpower to bring people together – uniting people across culture, race, age, gender, ability and interests.
Yet, there is a worrying trend with 76% of parents affirming that today’s children have fewer opportunities to play than previous generations. The research also underscores the pervasive impact of digital devices, parental workload and restricted access to appropriate spaces to play, with all points increasingly encroaching upon family playtime.
Parents confess to spending nearly twice as much time on their phones and laptops as they do playing as a family while 66% say heavy workload gets in the way of playtime and two-in-five families lack access to adequate play environments or safe spaces for playful activities, resulting in one in five parents admitting they never engage in playtime together.
The good news: Nearly nine in ten children and parents crave more playtime together, Play is Your Superpower, is every family’s invitation to lean in and help put play back on the agenda!
Inspired by this new research revealing the profound benefits of play for families, in line with its Global Play is Your Superpower campaign, the LEGO Group in Malaysia is unveiling its local iteration – #LEGOSerlahkanKreativitiAndaMY – aiming to fuel children’s creativity, empowering them to shape and transform every artwork through play.
Through this initiative, the LEGO Group is encouraging Malaysians to reimagine how our easily recognisable Icons of Malaysia can be built in new and fun ways, offering a different perspective through the lens of young children and adults alike.
Play is a universal language that connects us all. It nurtures creativity, fosters resilience, and strengthens family bonds. The LEGO Group believes that the future is built on play, and through the Superpower of Play, they are bringing people together to celebrate these values, fostering an environment filled with endless possibilities and hope, all through the connection of the iconic symbols of our nation.
Playing with LEGO bricks is more than just a hobby; it’s a way to unlock creativity and potential in everyone. The creations made by parents and children stand as a testament to the discovery of their superpower in the realm of play. Brick by brick, the LEGO Group continues to connect people, inspiring them to build, imagine, and dream together.
Honing in on the Superpower of Play, Malaysian personalities and their families; Radio Host and presenter Ira Mohd Amin, actor Wayne Cai Pei Xuan, as well as power couple Carey Ng and Roen Cian reimagined prominent Malaysian icons such as the Rumah Melayu (Malay house), bunga raya (hibiscus), and Tenuk Malaysia (Malayan Tapir) – all of which were built from LEGO bricks that brought back fond family moments and a deeper appreciation for family bonding time together.
These builds will be showcased at the Bukit Bintang MRT station from 1-31 October 2024. Commuters can further add to the enrichment of their experience by hitching an express ride to town with exclusive LEGO-adorned MRT coaches on the MRT Kajang line from 1-31 October 2024!
Additionally, cinema-goers can unleash their creativity within a vibrant space using LEGO bricks at Golden Screen Cinemas (GSC) Playpark at IOI City Mall on 5-6 October 2024, showing that play and creativity can transform any environment. Members of the public will be invited to showcase their Malaysian icon builds using the LEGO bricks available and posting their creations on social media by tagging @LEGO #LEGOMY and #LEGOSerlahkanKreativitiAndaMY and participate in the transformative power of play!
Ágnes Molnár, Marketing Director of Singapore, Malaysia and APAC Travel Retail, the LEGO Group said, “We are especially excited for the Play is Your Superpower campaign in Malaysia which takes on a local twist with Malaysia’s most celebrated icons that ignite fond memories between families and individuals alike! Our aim is to bring the ultimate Superpower of Play to everyday commuters and visitors, extending an extraordinary experience for fellow Malaysians.”
This is the ignition of many moments of the LEGO Group’s ongoing campaign celebrating the transformative power of play. Beyond Malaysia, the Play is Your Superpower campaign is infusing fun across the globe, with more play popping up in several places.
Earlier this month, the LEGO Group unveiled its Superpower Studios at La Gaîté Lyrique in Paris, a groundbreaking art gallery experience that puts children in charge of transforming the space into a hands-on celebration of creativity and connection. This immersive installation ignites the brand’s Play is Your Superpower campaign, urging everyone to rediscover the transformative power of play.
For more information, visit: LEGO.com/Play-Is-Your-Superpower.
