LEGO launches Play Is Your Superpower campaign with interactive challenges

The latest campaign from the LEGO Group comes with its own film, along with a set of six challenges that you can take part in at home.

Following a superpower-themed teaser that might have got some people thinking a certain LEGO Marvel set was about to be released, the LEGO Group has just launched its Play Is Your Superpower campaign, complete with its own five-minute video and a cast of celebrity faces to promote it. What's more, there are clues and easter eggs to spot in the video that will help you take part in online puzzles. If you get them right, you get your own digital minifigure to personalise.

The video itself shows a group of six children on a 'Take Your Kid To Work Day'. Bored by the adults sitting in their cubicles, they use the power of play. to wake up the grown-ups, add some fun to the work day, and ultimately come face to face with the CEO, played by Glee's Jane Lynch and actor Sun Li in the Chinese adaption. The CEO is impressed with how they changed things up in her business and encourages those watching to embrace that Play Is Your Superpower, in a Deadpool-style fourth wall break.

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The campaign was inspired by a recent global study finding that, on average, children are spending just 2% of their week (equivalent to 7 hours) playing, with one in three kids spending less than three hours each week enjoying play. Comparatively, the average adult spends 26 hours a week scrolling on their smartphone, equating to more than 3.5 hours per day.

According to the LEGO Group, this current play deficit is a cause for concern for experts given the crucial role of play in shaping a child's cognitive abilities, overall wellbeing, and, most importantly, in them having fun. The LEGO Group is working with celebrities like fashion designer Tan France, comedian and actor Naomi Watanabe, conservationist Bindi Irwin, and actor Stephanie Beatriz to emphasise how play contributed to their success in adulthood.

“We knew we wanted to make a big statement around the power of play this year, so we designed a campaign that celebrates just this," Nic Taylor, SVP and Head of Our LEGO Agency, said. "The film showcases the endless possibilities for play that children see, in even the dullest of situations, and shows the difference play can make to the world as the children rebuild it for the better.

"Jane Lynch and Sun Li add to the playfulness of the film by revealing themselves as forward-thinkers who want to overthrow the norm and inject more play into their workplace.”