Out of This World Play

The modern Chinese society is competitive, the value of play to kids is often neglected or downplayed, as some see play as a waste of time unless it leads to academic success. Believing kids can learn through play, LEGO wanted to let parents see the value of play. The campaign is set to overturn the thinking “some plays are useless” to “all plays are awesome”. We started a national conversation on play, by inviting parents and kids to share thoughts on right ways of play. Hot discussions on the right way of play was sparked amongst parents and kids. With the tremendous amount of ways of play we received, LEGO partnered with China Satellite Institution to send the creative thoughts on play to out of this world to the space, showing the world “Just Play is The Right Way” and demonstrating endless possibilities in play!