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By Sam Bradley | Senior Reporter

June 9, 2022 | 3 min read

Lego has launched a major new global brand campaign emphasizing the importance of play in the daily lives of children and adults, marking the company’s 90th anniversary later this year.

A new hero film titled ‘We Are All Builders’ shows how building with Lego can lead children to become adults that build in the wider world – in both the literal sense of engineering and design as well as the figurative, highlighting a ‘builder’ attitude to relationships, self-esteem and everyday problem-solving.

“It has always been innately and uniquely human to be a builder,” the spot’s voiceover argues. “We can’t help ourselves. It’s in our bones to build, to take the world around us and build it into something more playful – something bigger, stronger, stranger.”

Taking viewers from Lego’s origins as a maker of wooden toys through the colorful bricks of the mid-century period to the familiar vibrant sets of today, the ad showcases all sides of Lego as a cultural phenomenon – as an aid to design, an art form, a real building material and a means of play.

The campaign is the latest work under the ‘Rebuild the World’ slogan, first launched four years ago.


Julia Goldin, chief product and marketing officer, the Lego Group, said: “Play has always been the cornerstone of humanity. It’s not only fun, but it’s crucial to helping children develop essential life skills, strengthen family bonds and build communities. But with competing pressures on the lives of parents and children, play is often deprioritized.

“To mark our 90th anniversary this summer, we’re launching our largest ever celebration of play to inspire people around the world to play more; whatever their age, location or interests. We’re delighted to be joined by a host of the world’s most creative personalities, who are just as passionate as we are about play and reminding the world how easy, fun and beneficial it can be.”

Goldin said the campaign had been inspired by a study conducted this year of 55,000 children and parents in 30 countries. That survey found parents overwhelmingly backing the idea that play can help children develop creative, communication and problem-solving skills, as well as build personal confidence. 95% said that play helped families bond and improved their wellbeing.

The campaign was created by Lego’s Global Brand Development team and in-house Lego Agency and involves major activations at Lego stores worldwide, Legoland parks and Lego’s own offices.

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