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LEGO® World Play Day 2025
Amplify + The LEGO® Group remind the world why play matters for World Play Day 2025…
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.
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.
With LEGO, we saw a chance to bring new forms of play to this city 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, 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