Children to direct stop-motion advert as part of the #KidsTakeoverBusiness at LEGO® HQ today!


World Children’s Day is now officially over. Thank you to everyone who has helped create noise around Children’s Rights – i.e. the Right to Play, and be sure to come back to see the LEGO® stop-motion advert on the Power of Play, launching early January and directed by children




A select group of children will today assume a key responsibility in LEGO Group Chief Marketing Officer Julia Goldin’s role of ensuring world-class products and storytelling, and step into the shoes of the LEGO Foundation Chairman, Thomas Kirk Kristiansen’s role of advocating learning through play. The children will direct a LEGO® stop-motion advert on the Power of Play – using their very own words and creative ideas. 


Research shows that 98% of all 3-year olds are creative geniuses, but by the age of 25 only 3% have retained this skill*. The lack of play is a very real and present issue in many children’s lives, and with play being fundamental to the development of critical social, cognitive and creative skills needed to thrive and succeed in an increasingly complex and ever-changing world, the consequences of missing out on play are significant.


Despite tremendous progress in recent decades, according to a study shared in the Lancet** nearly 250 million children are in danger of not reaching their full potential because they don’t play, learn or eat as they should. Almost 57 million children do not go to any kindergarten or preschool, and the majority of young children under five do not have access to playthings and toys. These deprivations not only hold back individual children, they launch a cycle of disadvantage and inequity that can continue for generations.


The stop-motion advert directed by children, for children, will give a voice to the millions of children around the world who live without play, and premiere across the Group’s and Foundation’s online channels in early January 2018. To follow the event and capture behind-the-scene shots throughout today, come back to LEGO.com, or LEGO Life. Adults can further follow and help share our event through our Facebook, Instagram, LinkedIn and Twitter accounts.


Click here to go to the press release.


*Torrance Tests of Creative Thinking: Kyung Hee Kim (2011) The Creativity Crisis: The Decrease in Creative Thinking Scores on the Torrance Tests of Creative Thinking, Creativity Research Journal, 23:4, 285-295: http://www.tandfonline.com/doi/abs/10.1080/10400419.2011.627805 

** The Lancet: Advancing Early Childhood Development: From Science to Scale: http://www.thelancet.com/pb-assets/Lancet/stories/series/ecd/Lancet_ECD_Executive_Summary.pdf