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LEGO® World Play Day 2025
Amplify + The LEGO® Group remind the world why play matters for World Play Day …
Challenge
Globally, the amount of time and space we make for play is shrinking. On World Play Day, the LEGO Group set out to remind the world why it matters, with a focus on a notoriously tough-to-win consumer target: tweens.
For adolescents, pressure to fit in and score points with friends means leaving certain forms of play behind. They associate LEGO with solo play or childhood, which means these little bricks can start to lose their cool.
Our task was to re-code “play with LEGOs” as a way for kids to build their worlds, not box them in.
This World Play Day, Amplify teamed up with LEGO to spark celebrations across the globe, from Boston to Berlin.
Insight + Strategy
Boston was built by the spirit of independence, but to tweens, it can feel a little stiff and stuck in the past.Historic and unchanging, when they’re motivated by trends; structured and by-the-rules, when they want to write their own.
Berlin is built on change, a city that never stops reinventing itself. But for kids growing up here, that constant evolution can feel out of reach. A city defined by transformation - where concrete meets creativity, and reinvention is the rule - was the perfect backdrop for LEGO World Play Day
With LEGO, we saw a chance to bring new forms of play to these cities built by bricks, reimagining icons of the past to make the present more playful.
Solution
For LEGO World Play Day, we reimagined how a city rebuilt for play could behave.
Partnering with 4 Playmakers in Boston, we brought play to life through 4 creative passions – music, art & design and sports inspiring kids to explore new passions and interests through play.
We transformed The Rose Kennedy Greenway into Lego Brick City, a vision of a playable city where play can be found in every corner to celebrate the kids of Boston.
Taking over three park parcels, we transformed green fields into a city dock, block and square all designed and built with LEGO Bricks.
The Dock, inspired by the legend of the Gloucester Sea Monster, invited kids in to see the legend itself as a giant serpent sculpture designed by artist Lourdes Villagomez leapt from the waters, inspiring kids to build their own mythical creatures out of bricks aboard a giant LEGO boat – the Brick Cruiser.
At The Square, kids were invited to build beats and make new noise on a giant Boombox loaded with beats and samples by producer Mad Keys. By placing bricks on the boombox step sequencer, kids built their own tracks that boomed from giant speaker stacks designed by artist Cedric Mitchell, while the Square’s landscape reverberated into creative building stations encouraging kids to crate-dig and build their own album cover out of LEGO Bricks.
The last stop at LEGO Brick City was The Block – a city street reimagined where WNBA all-star Jamad’s love for basketball takes over, turning anything and everything into interactive basketball challenges – from spinning donut shops to shot clock bus stops. Kids moved along the block, leaving as MVPs with customized and collectible brick-built basketball cards.
3
City block takeovers
12,000+
Attendees
In Berlin, Amplify and the LEGO Group handed the city back to its most imaginative minds - the kids who see possibilities where others see pavement.
Across four neighborhoods, Mitte, Kreuzberg, Neukölln, and Tempelhof, we dropped play back into the city through four interactive installations, each transforming a familiar space into something unexpected.
Homebase took over a neighborhood Späti to create colorful, dynamic and engaging play opportunities.
Ride challenged kids to build their own race cars and test them out on a brick-built track surrounded by Berlin’s skyline.
Bounce was a hub for free play and connection, with bounce zones that invited kids (and a few brave adults) to jump into a larger-than-life experience.
At Beat, music and imagination collided. Kids remixed their favorite album covers with LEGO bricks, danced to live performances and discovered that creativity isn’t something you grow out of but grows with you.
Bright, bold, and brilliantly Berlin, each location was a reminder that play can transform the spaces we think we know, and inspire the next generation to rebuild their world, brick by brick.