The Lego Group and Nike have announced a multi-year global partnership that will celebrate creative play and sport.
A recent study by the Lego Group revealed that, for one-third of children worldwide, playtime is limited to just three hours per week, and according to the World Health Organization, only 1 in 5 children gets the physical activity they need. This announcement reflects the shared commitment of the Lego Group and Nike.to bring creativity, fun, sport and imagination back into playtime, and to inspire, engage and empower children around the world.”.
The partnership’s activities will kick off next year and will feature a range of products, content, and co-branded experiences that combine the imaginative power of Lego bricks with Nike’s “Just Do It” spirit, inviting children to play and practice sports.
The importance of play for children
In a recent survey commissioned by the Lego Group of 25.500 children and 36.000 parents in 36 countries, almost all children said that play is important for their well-being, and 73% stated that they do not believe adults take play – and how it can help them learn – seriously. 59% of parents also indicated that they worry that their children do not have enough time to play or access to fun activities.
In March 2024, the United Nations adopted a resolution designating June 11 as International Play Day. The effort was supported by global partners, including the Lego Group and Nike. International Play Day is an opportunity for both companies to “Inspiring children to engage in creative play and sports will be an important milestone each year for this new partnership.“, they say in a statement.
To mark today’s announcement, a special digital animation has been created to spark the excitement and curiosity of children, families and adults everywhere. It brings to life how sport and creative play will come together and leverages iconic elements from both brands, including Nike’s famous orange shoebox, waffle sole and Nike Air technology, and the Lego brick, Minifigure, goat and bat. At the center is a specially crafted Lego Minifigure head with the Swoosh (Nike’s logo) as its smile.
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