The LEGO Group recently partnered with the Shanghai Library to launch the LEGO Super Playful Library, an initiative to combine play and learning for children during the summer holidays.
The collaboration is part of the LEGO Group's broader strategy to highlight the role of play in children's development and education, and reflects the company's efforts to expand its presence in the Chinese market.
The “LEGO Super Playful Library” will be held at the Shanghai Library East Building from August 16 to September 1. The project is a key component of the toy maker's global brand campaign “Play is your superpower.”
The project aims to leverage the strength of the LEGO brand to foster creativity and learning in children, reinforcing the company's commitment to advancing education through play.
“Libraries are not only spaces for reading, but also places to build creative ideas on science, art and culture,” said Xia Lei, reading promotion director at Shanghai Library.
“Building blocks can inspire and enhance children's innovation, communication and problem-solving skills. We hope this initiative can help more parents pay attention to the importance of play in children's development,” said Stella Shen, vice president of marketing at Lego China.
The LEGO Group also launched a national roadshow on August 16, visiting 18 cities across China to showcase its mobile playstation, designed to engage children in interactive and educational play.
The LEGO Group on Thursday teamed up with sportswear giant Nike to foster creativity and active play among children around the world. The multi-year collaboration will see the two global brands join forces to focus on how play and sport impact young people's lives.
wangzhuoqiong@chinadaily.com.cn