The LEGO Group has unveiled actor and self-confessed play enthusiast Jason Momoa as its newest LEGO Playmaker, launching a global campaign designed to help families rediscover the importance of play.
The announcement comes alongside new research revealing that modern life is leaving many families with less time to play together, despite parents overwhelmingly recognising its importance for children’s wellbeing, creativity and development.
A Growing Global Play Deficit
According to research commissioned by the LEGO Group, nearly nine in ten parents (89%) wish they could spend more time playing with their children. More concerningly, one in ten families globally admit they do not play together at all, representing more than 60 million households worldwide.
The study, which surveyed 30,000 parents and 15,000 children aged between five and twelve, found that almost half of families (44%) are not spending enough time playing together to experience the full benefits associated with family play.
However, the findings also offer encouraging news. Just five hours of shared family play each week was found to significantly improve happiness and wellbeing within households. That is less time than many families spend watching television or scrolling through social media each week.
Jason Momoa Leads LEGO’s ‘Never Stop Playing’ Campaign
As part of the new campaign, Jason Momoa is encouraging parents and children to embrace playful moments throughout everyday life.
In a public-service-announcement-style video, Momoa introduces the concept of the “brick click” – the simple act of connecting two LEGO bricks together, which the company believes can unlock creativity, imagination and meaningful family interaction.
Speaking about the campaign, Momoa reflected on how play shaped his own childhood.
“Play has always been a big part of my life. My mom encouraged me to get outside, use my imagination, build things with my hands, make cool LEGO builds, be creative, make music, climb, explore, and just be curious about the world.”
He added that even a few minutes of play can transform a day and strengthen family connections.
Why Families Are Playing Less
While parents increasingly understand the value of play, many are struggling to make time for it.
The research found that work commitments, household chores and increasing screen time are among the biggest barriers preventing families from playing together. Cost concerns (17%) and a lack of safe play spaces (23%) were also identified as significant obstacles.
The study revealed that families now spend more time on screens each week than they do engaging in shared play activities.
Many parents worry about the long-term impact. More than 70% fear that reduced play opportunities could negatively affect their children’s future wellbeing and success, while 61% believe their children play less than they did at the same age.
Children themselves are feeling the effects, with 28% saying they are unhappy with how much they play, and 21% reporting that they do not play at all.
The Benefits of Family Play
When families do make time to play together, the benefits are substantial.
More than nine in ten parents surveyed said play:
- Strengthens family relationships
- Helps children understand the world around them
- Builds resilience, confidence and creativity
- Supports emotional wellbeing
- Encourages problem-solving and communication skills
According to the LEGO Group, these benefits extend beyond childhood and help establish lifelong skills that support personal growth and success.
LEGO and Cambridge Expert Share Top Play Tips
Dr Paul Ramchandani, children’s wellbeing expert and LEGO Professor of Play at the University of Cambridge, emphasised that meaningful play does not need to be complicated or time-consuming.
Think in Minutes, Not Hours
Short playful moments throughout the day can have a significant impact. Whether it is making funny voices during bedtime stories or creating a quick game while waiting for a bus, every moment counts.
Let Children Lead
Following a child’s imagination helps build confidence, creativity and communication skills. Sometimes that means letting the sofa become a spaceship.
Use Everyday Environments
Play does not require expensive toys or elaborate planning. Pavements can become hopscotch courses and car journeys can inspire storytelling adventures.
Embrace Spontaneity
The most memorable moments often come from unexpected opportunities to have fun during ordinary daily routines.
World Play Day 2026 and LEGO’s Ongoing Commitment
The LEGO Group has championed the importance of play for more than 90 years and played a role in supporting the adoption of the United Nations’ International Day of Play in 2024.
The company will once again celebrate World Play Day on 11 June, with more than 33,000 LEGO employees worldwide pausing work to participate in play-focused activities. LEGO colleagues will also volunteer in communities across the globe, helping bring play opportunities to more than 17,000 children.
Julia Goldin, Chief Product and Marketing Officer at the LEGO Group, said:
“We believe that play is one of the most powerful forces there is – it connects generations, fuels imaginations and reminds us what really matters.”
How to Get Involved
Families looking for inspiration can find activities, ideas and resources through the official LEGO World Play Day campaign.
- Official LEGO World Play Day Hub: https://www.lego.com/world-play-day
- LEGO Official Website: https://www.lego.com
- International Day of Play Information: https://www.un.org/en/observances/international-day-of-play
