It’s World Play on June 11. And LEGO has found out that just five hours of playtime a week boosts family happiness and wellbeing, but almost half (44%) of families globally are not getting it. In fact, 1 in 10 families (9%) say they don’t play together at all. 21% of children never play. Parents cite work, screentime and household chores as the biggest barriers to play. At the same time, families are spending more time on screens than playing together each week, highlighting the growing competition for attention in modern life.

So LEGO’s Our LEGO agency and Chaos x Magic  have brought in Jason Momoa to teach them the 5 Ps of play – resilience, collaboration, problem solving, confidence and creativity – in short, its importance.

The hero film is a wildly imaginative PSA, created by Our LEGO Agency, and directed by Emmy Award-winning comedy director, Rhys Thomas, in which Jason Momoa intrudes on a fully brick-built LEGO boardroom to deliver a madcap presentation on why the world needs more play. Chaos x Magic collaborated on the integrated global campaign, with production by Stink UK.

Momoa is a genuine advocate for the campaign message, “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. That shaped who I am,” he stated.

“Whether I’m with my kids, making movies or jamming with my band, these simple moments of play keep me creative, grounded and connected to the people I love. Even a few minutes of play can completely shift your day. I think it’s important that kids and families today get the same encouragement to find any opportunity to play and spark moments of imagination, creativity and connection.”

The campaign is not speaking to a resistant audience. Over 9 in 10 parents say it builds stronger family bonds (93%), helps their child make sense of the world (92%) and builds crucial skills like resilience, creativity and confidence (93%) that help children thrive today and in later life.

The campaign has launched globally, with content and activations to inspire the world to Never Stop Playing dropping across 11 days, culminating in World Play Day on June 11.

Julia Goldin, chief product and marketing officer at the LEGO Group, commented, “We believe that play is one of the most powerful forces there is – it connects generations, fuels imaginations and reminds us what really matters. Our Never Stop Playing campaign is an invitation for families to rediscover the magic of playing together, and a reminder that with LEGO play, endless worlds creative possibilities are only ever a few brick clicks away.”

The LEGO Group has championed the importance of play for over 90 years. The company helped support the adoption of the UN’s International Day of Play in 2024 and continues to mark the occasion with its annual June 11 World Play Day celebrations.

The company believes so much in the power of play that for the eleventh year in a row, over 33,000 colleagues will be stopping work on June 11 to make time to play themselves. In the lead up and on the day, LEGO Group employees will also be volunteering in huge numbers to bring more play to over 17,000 children in local communities around the world.

On June 11, LEGO will be encouraging play throughout the world. here are some egs:

• In Australia, the LEGO Brick Brigade vehicle will be loaded with LEGO play sets for a tour around Sydney and Melbourne to help families never stop playing in a location near them.
• In New Zealand, the LEGO Group is teaming up with the Blues Super Rugby team to get families playing with a giant treasure hunt around the Auckland region to find a one-of-a-kind ball made entirely from LEGO bricks.
• In the UK, playful personalities such as Sam Thompson will be taking to the streets in cities across the country to invite passers-by to take a moment out of their day and play with LEGO bricks to help the nation experience the joy and benefits of play.
• In South Africa, playful personalities will be encouraging families to make a Pledge to Play to encourage them to never stop playing, including a building experience at Menlyn Mall on 15th July.
• Families will be able to take part in a World Play Day Make and Take LEGO building activity in selected LEGO Stores globally. Activities will place across Europe and the Middle East on June 6th and across North, Central and South America on 11th June.
• 14 LEGO fan networks from Canada, the United States, France, England, Australia and Germany will be organising hands-on LEGO brick building events for families and fans.
• LEGOLAND Discovery Centres are planning a month of hands-on building experiences for visitors to 29 locations, showing that the click of two bricks can open a world of playful, creative possibilities.