The LEGO Group is marking World Play Day by encouraging families across the UK to rediscover the joy of play, following new research that highlights a growing “play deficit” affecting families worldwide.
Partnering with TV personality and radio presenter Sam Thompson, the iconic toy company took to the streets of London with a simple mission: encourage people to put down their phones, step away from busy schedules, and reconnect through hands-on play.
Sam Thompson Champions the Importance of Play
Known for his energetic personality and self-confessed status as a “big kid,” Thompson joined the campaign armed with LEGO bricks, inviting passers-by to embrace spontaneous moments of creativity and fun.
The activity was captured in a social media video designed to inspire people to “Never Stop Playing.”
Speaking about the partnership, Thompson said:
“Play is such an important part of life, no matter how old you are. Everyone knows I’m a big kid at heart, so getting to celebrate World Play Day with the LEGO Group is a dream come true. Play brings people together and reminds us not to take life too seriously, and I think we could all do with a bit more of that.”
UK Families Struggling to Find Time for Play
The campaign follows research commissioned by the LEGO Group, which suggests that many UK families are finding it increasingly difficult to make time for play.
According to the findings:
- 50% of UK parents say work commitments and long working hours reduce opportunities for family playtime.
- This compares with a global average of 38%.
- The UK is one of only four countries where children are significantly more likely than average to feel unhappy with the amount of time they spend playing.
Despite these challenges, the research also revealed that UK families experience some of the strongest wellbeing benefits from spending at least five hours a week playing together.
Families reported greater boosts in both happiness and overall wellbeing compared with many other countries surveyed.
The Growing Global Play Deficit
The study surveyed 30,000 parents and 15,000 children aged between five and twelve across multiple countries.
While parents overwhelmingly recognise the importance of play for children’s development and wellbeing, modern lifestyles are making it increasingly difficult to prioritise.
Common barriers identified include:
- Busy work schedules
- Increased screen time
- Household responsibilities
- Financial pressures
- Lack of safe places to play
Around 17% of families cited cost as a barrier to play, while 23% pointed to a shortage of safe play spaces.
Why Play Matters More Than Ever
The findings highlight the significant benefits that regular play can bring to families.
More than nine in ten parents surveyed said play:
- Strengthens family relationships (93%)
- Helps children better understand the world around them (92%)
- Builds essential life skills such as resilience, creativity and confidence (93%)
These benefits support children’s development while also helping families create stronger emotional connections.
LEGO’s Commitment to Building a More Playful World
For more than 90 years, the LEGO Group has championed the value of play as a vital part of childhood and family life.
The company played a role in supporting the adoption of the UN’s International Day of Play in 2024 and continues to celebrate the occasion through its annual World Play Day events on 11 June.
This year, more than 33,000 LEGO employees worldwide will pause work to participate in play-focused activities. In addition, employees will volunteer in communities around the globe, helping bring play opportunities to more than 17,000 children.
How Families Can Get Involved
The LEGO Group is encouraging families everywhere to embrace simple moments of creativity, imagination and connection through play.
For ideas, activities and inspiration, visit the official World Play Day hub:
Official Website: LEGO World Play Day Hub
