As the world’s popular toymaker brand LEGO turns 90 on August 10, this year, it is all set to celebrate all the builders. The new film “We Are All Builders” released to celebrate the LEGO 90th anniversary outlines how they inspire various creative elements of culture around the world. The minute-long film transcends age barriers in conveying the value of play and creativity. The campaign aims to remind viewers of all the different parts of life that LEGO has helped “build”— from lives and relationships to communities, families and love.
LEFO 90th anniversary campaign resonates with the brand’s mission to inspire and develop the builder of tomorrow through the power of play. The film emphasizes how children whose creativity was encouraged took on the roles of engineers or architects later in life; people who communicate their feelings better and foster healthy relationships are those who were once children having the freedom of expression through play and imagination.
The story of LEGO
LEGO, which had its humble beginning as a wood toy block maker evolved by introducing colorful and creative sets that help the brand create an identity in pop culture. Over these 90 years, the company has established itself not only as a fun toy brand for kids but as a passion that transcends ages.
LEGO 90TH Anniversary Celebrations
Many creative personalities, such as Alicia Keys, have collaborated with LEGO 90Th anniversary special “We Are All Builders” campaign that inspires the world to continue to build and innovate. LEGO has lined up some activities for the commemoration of its 90th anniversary. The toymaker has also decided to turn its stores into playgrounds for kids from June 10th and celebrate play every week leading up to August 10th, the World Play Day. On the LEGO 90th anniversary, the company will also offer time off to 24,000 employees from around the world to celebrate and experience how play is imperative, through stores developing activities for visitors and creating display areas.
According to Julia Goldin, chief product and marketing officer at LEGO, “We Are All Builders” campaign was born from a study that involved 55,000 children and their parents from 30 countries. The study revealed overwhelming support for the idea of using play to nurture children and help them develop important skills such as communication and problem-solving.
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