To mark the UN’s International Day of Play, LEGO kicked off its World Play Day campaign on June 11, inviting families worldwide to explore the transformative power of play. As part of its Build the Change initiative, the company collected children’s ideas for reimagining urban spaces, then brought those ideas to life through interactive exhibits.
Shanghai was named one of four global host cities. From June 11 to July 27, LEGO has turned Dream Center West Bund into a temporary immersive playground. Installations like Fantasy Metropolis and Imagination Station bring kids’ creativity to life, reflecting Shanghai’s unique cultural energy.
“We’ve always been committed to delivering meaningful play experiences for children and families in China,” said Guoqiang Huang, Senior Vice President and General Manager of LEGO China. “We’re proud to have Shanghai as a World Play Day city, and we hope to embed play into the DNA of the city—to make joy and creativity part of everyday life.”
LEGO also announced a two-year partnership (2025–2027) with the Shanghai United Foundation to expand access to quality play for migrant children in cities. The program aims to reach around 15,000 children and 150 families. As a child-focused brand, LEGO continues to champion children’s rights and social responsibility through tangible action.