Source: The LEGO Group

Put on the party hat because one of the most iconic toy brands on the planet is celebrating the BIG 9-0!

On Wednesday, August 10, The LEGO Group officially recognizes its 90th birthday, and it’s doing it with an all-day, global party where everything is awesome!

World Play Day will feature a host of activities that families can take part in at home or at designated locations around the world.

“When my great-grandfather [Ole Kirk Kristiansen] founded the company 90 years ago, he recognized that play could change the lives of children — it brings families together and helps children develop skills that can enable them to reach their full potential,” says Thomas Kirk Kristiansen, chairman of the LEGO Group. “He only had a small workshop, but he had big ambitions to ensure as many children as possible could experience the benefits that play brings. Whether 1932, 2022, or on our 100th Anniversary in 2032, we have and will always strive to continue Ole’s legacy by helping all families, wherever they are in the world, to play well.”

ACTIVATIONS INCLUDE

  • The opening of a new play space in West Harlem inspired by local kids and their ideas to bring more play to their community. The design comes from artist Hebru Brantley.
  • 24 hours of play ideas, building challenges, and ‘What Brick Are You?’ quiz, available on LEGO.com, LEGO social media channels (use hashtag #LEGO90Years), and LEGO Life.
  • Teaming up with singer-songwriter Alicia Keys, soccer legend Thierry Henry, gamer Loserfruit, artist Ruohan Wang, inventor Simone Giertz, chef Yotam Ottolenghi, and international dance music DJ and fashion icon Peggy Gou to remind people how simple and fun play can be with exciting play challenges.
  • In-store activities at local LEGO Stores.
  • Collaborating with adidas to bring play to London, New York, and Berlin with takeovers of its flagship stores.
  • Activities at LEGOLAND Parks.
  • Encouraging families to take part in the LEGO Foundation’s #PlayPledge movement.
  • The unveiling of a 94,128-piece LEGO birthday cake at LEGO House in Billund, Denmark.

Related: Build a Stylish Italian Ride with the LEGO Vespa 125

If you’d like to get inspired, check out the official LEGO World Play Day page for some awesome activities for the whole family to enjoy!

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

archivearrow-chevron-downarrow-chevron-left-greyarrow-chevron-leftarrow-chevron-rightarrow-fatarrow-left-blackarrow-left-whitearrow-right-blackarrow-rightarrow-roundedbookscalendarcaret-downclose-whiteclosedocumenteditorial-archiveeyefacebook-squarefacebookfilesgifthamburgerheadinghearthomeinstagram-squareinstagramlatestlinkedin-squarelinkedinmailmedia-inquiresmessagenewsopen-boxpagination-leftpagination-rightpauseplayprintproduct-archiverecent-productssearchsharesort-filterspotifysunteamtiktoktime_purpletimetrendingtvtwitter-squaretwitteryoutube