KENNY ORTEGA APPOINTED EXECUTIVE PRODUCER ON LEGO® FRIENDS LIVE-ACTION MUSICAL SPECIAL.png

**Billund, Denmark – July 8th, 2025:** Today, the LEGO Group has announced that award-winning director and producer Kenny Ortega will serve as executive producer for its first-ever live-action television project: a LEGO® Friends musical special, set in the beloved world of Heartlake City. Filming will commence in London this August, the exciting new special is set for release in 2026. 

Ortega, best known for High School Musical, Descendants, and Hocus Pocus, brings a rich legacy of youth-driven musical storytelling to the LEGO Friends brand. “I don’t know who’s more excited - my family or me. We are a LEGO loving household, and receiving this invitation from the LEGO Group to join them in their first live-action musical is an absolute honor. Also being able to produce alongside the wonderful team at FINAL PIXEL, leaders in virtual production has me overjoyed, and I am thrilled to have my longtime creative partner, Paul Becker, alongside.”, said Ortega.

Joining Ortega to direct and choreograph is Paul Becker, acclaimed for his work on Julie and the Phantoms and The Kissing Booth. “I couldn’t be more excited to bring this story to life through song, dance, and cutting-edge technology. We’ve got an incredible team, and we’re creating something truly special,” Becker noted.

The LEGO Friends TV special promises to enchant audiences with lively musical performances and a captivating fusion of physical and digital backdrops. Produced by next generation technology specialists, Final Pixel, it will incorporate oversized LEGO elements alongside state-of-the-art LED volume technology and real time rendering with Unreal Engine. 

The special brings the vibrant aesthetic of the animated LEGO Friends series to life in a delightful cinematic experience. The storyline follows a girl who constructs a world out of LEGO bricks, only to be magically transported to Heart Lake City, a place brimming with fun, friendship, and adventure, all while exploring beloved themes from the LEGO Friends universe.

"Creating a live action interpretation of the Friends world is breaking new ground for us, so it’s very exciting. We hope fans will enjoy the experience and continue singing the songs after they’ve watched the special,” said Jill Wilfert, SVP, Global Entertainment Partners and Content at the LEGO Group. “LEGO Friends has been a significant theme for 13 years, and as we continue to develop and offer our fans new exciting experiences, this special is the perfect fit to the creative and playful LEGO Friends universe."




**About the LEGO Group**
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.
Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide.
For more information: www.LEGO.com. 

Notes to Editor

•	Filming Kicks Off in London This August
•	Experience the magic of Heartlake City through music, storytelling, and dazzling dance numbers
•	Innovative Technology Brings LEGO® Friends to Life Like Never Before

 Kenny Ortega Appointed Executive Producer On LEGO® Friends Live-Action Musical Special

Kenny Ortega Named EP for LEGO Friends Live-Action Musical

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**Billund, Denmark, 8 July 2025:** The LEGO Group has joined forces with WWF Denmark to create the Planet Promise Design Guidelines to support the development of exciting new storylines that feature socially and environmentally responsible practices in play experiences. Covering both products and packaging, the guidelines provide advice and inspiration for LEGO® designers, who are creating new LEGO sets, stories and experiences.

As part of the LEGO Group’s commitment to making a positive impact on society and the planet – the [Planet Promise][1] – the guidelines encourage designers to reflect the importance of environmental activities such as protecting nature, increasing use of renewable energy and resources and creating a more sustainable world. The Planet Promise Design Guidelines will initially be applied as appropriate to LEGO owned themes.

The launch of the guidelines follows recent research that shows 8 in 10 (83%) of children aged 5 – 12 say they care about protecting the environment, and over 9 in 10 (94%) parents believe play is a tool for children to explore and learn about sustainability.*   

  [1]: https://www.lego.com/en-us/aboutus/lego-group/the-lego-brand

**Annette Stube, Chief Sustainability Officer at the LEGO Group**, said: “We know LEGO play is a powerful and engaging tool for children to make sense of the world around them, and we have included environmentally and socially responsible storylines in our products for many years.  

“The new guidelines will allow us to continue helping children imagine what the world could look like through our products, inspiring them to think creatively about the world they will inherit.” 

**Jacob Fjalland, Interdisciplinary Director at WWF Denmark**, commented: “We are delighted to partner with the LEGO Group on this new set of guidance to inspire and engage children around the world and make room for curiosity on nature and climate matters and how to take good care of our planet.  We know firsthand how important education on nature and climate matters is, and as the world’s largest environmental organisation WWF aims to inspire hope and motivation in children and young people helping to shape a generation of optimistic and proactive young individuals.” 

The guidance was developed in close partnership with WWF Denmark with assistance from WWF experts from the USA, China, Germany and the UK and includes: 
 - **Planet Promise Design Principles** to educate and inspire LEGO designers who want to gain a deeper understanding of socially and environmentally responsible practices related to nature, communities, energy, and resource use. 
 - **Planet Promise Design Guides** which provide LEGO designers with essential information and guidance relevant to the experience they are creating. 

The LEGO Group has partnered with WWF since 2014 as part of the company’s commitment to reduce carbon emissions, better understand it’s impact on nature, and promote global action on climate change.  

The LEGO Group currently has over 600 design colleagues that create products to spark the imagination of children and fans of all ages. Last year, the company’s portfolio was made up of 840 sets – almost half of which were new – that appeal to a wide range of interest and passions.

The Planet Promise Design Guidelines marks the latest step in the LEGO Group’s efforts to build a healthier planet, for future generations. There is no single solution to the challenges of sustainability, which is why the company is exploring a range of initiatives to reduce its environmental footprint and make its products from more renewable and recycled materials. To date, the LEGO Group has tested over 600 different materials for its bricks and elements.  

More information about the LEGO Group’s sustainability progress can be found [here][1]. 


  [1]: https://www.lego.com/en-gb/sustainability

LEGO(R) Planet Promise Design Principles.png

(*) The LEGO® Play Well Study 2024 

LEGO® Play Well Study 2024: commissioned by the LEGO Group, carried out by Edelman DXI between 13.12.23 – 24.01.2024. Total sample size of 61,532 respondents, including 36,000 parents and 25,532 children aged 5-12 years old from 36 markets. 

**About the LEGO Group and WWF Denmark**  
Since 2014, the LEGO Group has been part of the WWF Climate Savers Program. Together with WWF Denmark, the LEGO Group set ambitious targets to ensure more environmentally responsible means of producing LEGO® play experiences.  

**About the LEGO Group** 
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine. 

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”. 

Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide. For more information: www.LEGO.com 

**About WWF** 
WWF is an independent conservation organisation with over 30 million followers and a global network active in nearly 100 countries. WWF’s mission is to stop the degradation of the planet's natural environment and to build a future in which people live in harmony with nature by conserving the world's biological diversity, ensuring that the use of renewable natural resources is sustainable, and promoting the reduction of pollution and wasteful consumption. Learn more about WWF at www.wwf.org and www.wwf.dk. 

Notes to editor

The LEGO Group has joined forces with WWF Denmark to create the Planet Promise Design Guidelines to support the development of exciting new storylines that feature socially and environmentally responsible practices in play experiences.

The LEGO Group and WWF Denmark collaborate on new design guidelines to help children imagine a more sustainable future through LEGO® play

The LEGO Group and WWF Denmark launch design guidelines to inspire kids to build a more sustainable future through responsible LEGO® play.

LEGO and WWF collaboration

LEGO F1 Trophies_Full Asset Pack.zip

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*Please find all currently available stills and videos [here][1] - additional assets to be uploaded live.*


  [1]: https://www.picdrop.com/gettyimages-motorsport/e9QZawzHRk

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Silverstone, UK, July 6th, 2025: Today, the LEGO Group presented the top three drivers and the winning constructor of the FORMULA 1 BRITISH GRAND PRIX 2025 at Silverstone with the first-ever Formula 1 trophies made entirely of LEGO® elements. 
 
Following an action-packed 52 laps at the historic Silverstone circuit, McLaren Formula 1 Team’s Lando Norris lifted the 1st place, gold-adorned LEGO Trophy, comprised of 2,717 LEGO bricks, weighing over 2kg. He was joined by team-mate, Oscar Piastri, in second place and KICK Sauber F1 Team’s Nico Hulkenberg in third place to complete the podium lineup at Silverstone, lifting their LEGO trophies to the sky. The winning constructor, McLaren Formula 1 Team, also received their own unique brick-built trophy for their cabinet.

Created to celebrate F1’s 75th anniversary at the site of the sport’s very first Formula 1 World Championship in 1950 at Silverstone, these incredible builds were inspired by the design of the current RAC (Royal Automobile Club) golden British Grand Prix trophy that is presented to the winner of the iconic Grand Prix.

The creation of these trophies is the latest moment in the multi-year partnership between the LEGO Group and Formula 1, aimed at introducing the sport to more families around the world through playful and immersive fan experiences.

Following the presentation of the official British Grand Prix golden trophy, the winner will receive a gold-adorned LEGO Trophy, comprised of over 2,717 LEGO elements, weighing over 2kg. The 2nd and 3rd place podium sitters will receive white LEGO trophies with red and blue detailing respectively, while the constructor's winner will receive a dark blue and gold coloured brick-built trophy for their cabinet.

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**Julia Goldin, Chief Product & Marketing Officer at the LEGO Group**, said: “*At this year’s British Grand Prix, we wanted to do something truly unique to celebrate a major anniversary, as well as surprise and delight builders around the world. The legacy of Silverstone is incredible, and we hope fans are inspired by these unique trophy builds that demonstrate how starting with just one LEGO elements, there are limitless possibilities to what you can create.*” 

**Emily Prazer, Chief Commercial Officer of Formula 1**, said: “*Our partnership with the LEGO Group has already turned heads with the big build LEGO cars in Miami, and our next collaboration will see us mark Formula 1’s 75th anniversary at the venue of the first race in 1950 with these exquisitely built trophies. It’s been fantastic to work with the LEGO Group on developing really creative and engaging moments to drive interest and curiosity in both our existing and new fans and to inject some additional fun into such a celebratory moment as the trophy presentation.*” 

**Stuart Pringle, Chief Executive Officer, Silverstone** said "*What a moment to celebrate. Since hosting the first round of the Formula 1 World Championship at Silverstone 75 years ago we have had some iconic podium celebrations, and I could not think of a better way to make 2025 unique. I am sure the three drivers on the Silverstone podium today will be proudly showing off their fantastic LEGO trophies for many years to come.*" 

These unique builds were inspired by the historic Royal Automobile Club (RAC) trophy and designed by LEGO designer Samuel Liltorp Johnson. It took 7 builders from the LEGO Group model shop in Billund, Denmark over 210 hours to create them all. The winning driver’s trophy and the constructors’ trophy both measure at a height of over 59cm and the 2nd, 3rd place at smaller scales, measuring at over 43cm tall each, while the original RAC trophy is 70 cm tall.

The four trophies were revealed on-site at Silverstone in the lead up to the race, ahead of them being handed to the winners later today. Meanwhile, fans joining the LEGO F1 Family Watch Party at Battersea Power Station could also get a close look, since the event displayed a replica of the winner's trophy.

The creation of these trophies marks the latest exciting chapter of the ongoing LEGO F1 partnership, after taking the streets with ten fully drivable LEGO F1 cars during the [Miami Grand Prix Drivers Parade][1] and other global [Build the Thrill][2] activations throughout the 2025 F1 season.  

**For more information on the wider partnership between the LEGO Group and Formula 1, as well as its full product line, fans can visit [LEGO.com/F1][3].** 


  [1]: https://www.lego.com/de-de/aboutus/news/2025/may/lego-f1-drivers-parade
  [2]: https://www.lego.com/de-de/aboutus/news/2025/february/lego-f1-build-the-thrill
  [3]: https://www.lego.com/en-us/categories/f1

Please find all currently available stills and videos [here][1] - additional assets to be uploaded live. 

**LEGO® Silverstone GP 75th Anniversary RAC Inspired Trophies – Facts and Figures** 
 - The 1st place and constructors' trophies comprise of nearly 2,717 LEGO elements each, with the 2nd and 3rd place trophies comprising of 2,298 LEGO elements each. 
 - The 1st place and constructors’ trophies both measure in at over 59cm (23 inch.) tall, with the 2nd and 3rd place trophies measuring in at over 43cm (17 inch.) tall. 
 - All four trophies were designed by one LEGO Designer and were built by 7 master builders in the LEGO model shop in Billund, taking over 210 combined building hours to complete.
 - The 1st place and constructors’ trophies each weigh 2kg, with the 2nd and 3rd place trophies both weighing 1.5kg.
 - All four trophies are ordained with intricate decorative elements, including two LEGO F1 cars each based on the LEGO F1® Collectible Race Cars, available on [LEGO.com][2].

**About the LEGO Group**  
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.  

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words Leg Godt, which mean “Play Well”. Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide. For more information: www.LEGO.com.  

For more information, please contact [media@lego.com][3] or visit [Newsroom - About Us - LEGO.com][4]. 

**About Formula 1®** 
Formula 1® racing began in 1950 and is the world’s most prestigious motor racing competition, as well as the world’s most popular annual sporting series. Formula One World Championship Limited is part of Formula 1® and holds the exclusive commercial rights to the FIA Formula One World Championship™. Formula 1® is a subsidiary of Liberty Media Corporation (NASDAQ: FWONA, FWONK, LLYVA, LLYVK) attributed to the Formula One Group tracking stock.  

The F1 logo, F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX, PADDOCK CLUB and related marks are trademarks of Formula One Licensing BV, a Formula 1 company. All rights reserved. 


  [1]: https://www.picdrop.com/gettyimages-motorsport/e9QZawzHRk
  [2]: https://www.lego.com/en-us/product/f1-collectible-race-cars-71049
  [3]: mailto:media@lego.com
  [4]: https://www.lego.com/aboutus

Notes to Editors

Today, the LEGO Group will present the top three drivers of the FORMULA 1 BRITISH GRAND PRIX 2025 at Silverstone with the first-ever Formula 1 trophies made entirely of LEGO® elements.  

The Ultimate 75th Birthday Present! The LEGO Group Surprises Drivers with LEGO® Brick-Built Trophies at Silverstone’s FORMULA 1® BRITISH GRAND PRIX 

LEGO F1 2025 British Grand Prix Trophy_RAC

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the LEGO Group will present the top three drivers of the FORMULA 1 BRITISH GRAND PRIX 2025 at Silverstone first-ever Formula 1 trophies LEGO® elements.     

LEGO Trophies at the 2025 Silverstone F1 British Grand Prix

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**Billund, July 2nd, Denmark:** This summer, the LEGO® Botanicals collection grows with two standout sets for nature-loving builders: introducing the **LEGO® Botanicals Hibiscus Flower (10372) and LEGO® Botanicals Mini Bonsai Trees  (10373).** 

With 3 in 4 adults would love to find ways to practice forms of mindfulness (75%)*, the LEGO Botanicals range offers calming, hands-on escape, helping you relax and unwind through mindful, nature-inspired building.

**LEGO® Botanicals Hibiscus Flower (10372)** 
Allow your creativity to bloom with the LEGO® Botanicals Hibiscus (10372) set for adults. This 660-piece set lets plant enthusiasts build a stunning brick hibiscus with 5 large lavender-coloured blooms with yellow stamens, with smaller buds in varying stages of bloom. 

Customize your display by adjusting the petals and leaves, then showcase your creation in the dark blue plant pot that is included. A beautiful piece of floral décor and a thoughtful gift for any flower enthusiast.


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**LEGO® Botanicals Mini Bonsai Trees  (10373)**
Find peace in nature with the LEGO® Botanicals Mini Bonsai Trees (10373) set for adults. This 709-piece set lets you build and customize 3 elegant bonsai models: a ginkgo with yellow leaves, a black pine with green needles, and a wisteria with lilac flowers.

Interchangeable foliage lets you mix and match designs, while 2 ornamental stands offer display flexibility. A serene décor piece and a thoughtful gift for plant lovers.

**The LEGO® Botanicals Mini Bonsai Trees is available to pre-order from the 2nd July via LEGO stores, LEGO.com and from select leading retailers around the world.
The LEGO® Botanicals Hibiscus is available to purchase on August 1st via LEGO stores, LEGO.com and from select leading retailers around the world.** 

To find out more about the sets, visit: [https://www.lego.com/themes/botanicals][1]


  [1]: https://www.lego.com/themes/botanicals

For more information, please contact: media@LEGO.com.

**Product Details
LEGO® Botanicals Hibiscus Flower** 
•	Age: 18+
•	Price: €69.99/ $ 69.99 / £ 59.99 
•	Pieces: 600
•	Product No.: 10372
•	Dimensions – The 660-piece hibiscus model measures over 14 in. (36 cm) high, 10 in. (25 cm) wide and 5 in. (13 cm) deep
•	Available:  August 1st 
•	Link: Available at LEGO Stores, LEGO.com & other select retailers 

**LEGO® Botanicals Mini Bonsai Trees**  
•	Age: 18+ 
•	Price: €59.99/ $ 64.99 / £ 54.99
•	Pieces: 709
•	Product No.: 10373
•	Dimensions – The wisteria bonsai tree in this 709-piece set measures over 7 in. (19 cm) high, 5.5 in. (14 cm) wide and 4 in. (10 cm) deep
•	Available: 1st August
•	Link: Available at LEGO Stores, LEGO.com & other select retailers. 

**About the LEGO Group**
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
 
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.
 
Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide. For more information: www.LEGO.com 

**About the LEGO® Play Well Study 2024**
LEGO® Play Well Study 2024: commissioned by the LEGO Group and carried out by Edelman DXI between 13.12.23 – 24.01.2024. Total sample size of 61,532 respondents, made up of 36,000 parents and 25,532 children aged 5-12 years old from 36 markets.
 


This summer, the LEGO® Botanicals collection grows with two standout sets for nature-loving builders: introducing the LEGO® Botanicals Hibiscus Flower (10372) and LEGO® Botanicals Mini Bonsai Trees  (10373). 

Let Creativity Bloom: New LEGO® Botanicals Sets Arrive This Summer

This summer,the LEGO® Botanicals collection grows with two new sets: LEGO® Botanicals Hibiscus Flower (10372) and LEGO® Botanicals Mini Bonsai Trees  (10373). 

New LEGO® Botanicals Sets Arrive This Summer

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A TIME to celebrate

We are proud to share that the LEGO Group has been named in the [the fifth annual TIME100 Most Influential Companies list][1]. Our standout contribution to global culture was recognised in the inaugural TIME100 Companies Impact Awards. 

Each year, TIME highlights companies that make an extraordinary impact around the world evaluating key factors such as impact, innovation, ambition, and success. 

This recognition is a testament to the passion, creativity, and dedication of our colleagues all over the world. They have helped our brand remain strong globally, appeal to and welcome families regardless of their interests, play our part in building a sustainable future, and celebrate our fans and the power of LEGO® play on many different occasions around the world. 

[1]: https://time.com/collections/time100-companies-2025/7296204/lego-group/

We are proud to share that the LEGO Group has been named in the the fifth annual TIME100 Most Influential Companies list. Our standout contribution to global culture was recognised in the inaugural TIME100 Companies Impact Awards.

The LEGO Group recognised in the 2025 TIME100 Most Influential Companies list

We’re proud to share that the LEGO Group has been named in [the fifth annual TIME100 Most Influential Companies list.

LEGO recognised in TIME100 Most Influential Companies list

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**BILLUND, DENMARK, 24 June 2025:** At the LEGO Group, we are committed to minimising our impact on the environment. That means continuing to reduce the impact of LEGO® production and our use of resources. We set targets for our carbon emissions, energy use, water usage and waste generation, as part of our goal called ‘Zero Impact in Operations.’ This aims to decouple our impact from business growth. 

One of our areas of focus is reducing and managing the waste created in our factories. We are constantly looking for ways to avoid waste and to ensure disposal methods are as sustainable as possible.

**Focus on waste prevention, reduction, reuse and recycling** 

We aim to reduce the waste that goes to incineration or landfill across all our factories. In 2024, 96% of the waste generated during production of LEGO bricks was reused, recycled or recovered. For the last three years, and despite a minor increase, we have remained within a ‘zero waste to landfill’ threshold, which is commonly interpreted as less than 1% of waste generated going to landfill. We have also successfully decreased the amount of waste going to incineration, without energy recovery, every year since 2022.  

Our main waste categories are plastic from moulding operations, wood pallets and cardboard, which are used to package and transport goods to and from our factories, and can all be reused, recycled or recovered. 

**Unique approaches to waste reduction**

In factories in Denmark, China and Mexico, we reduced waste by more than 160 tons in 2024  by implementing digital solutions to determine which raw materials can be recirculated and applying continuous improvement tools to increase efficiency.

In our factory in Czechia, employees found ways to close a loop for the cardboard cores that packaging materials are delivered in, which helped reduce waste by 39 tons in 2024. Working closely with a supplier, they established a system to return the cores to the supplier, instead of treating them as waste and recycling them.

Across all LEGO factories, element waste is re-used to make new LEGO bricks. Scraps that cannot be used are recycled into other industries, such as car manufacturing or electronic devices.

**Building a more sustainable future for children**

Our ‘Zero Impact in Operations’ ambition means that we are always looking for new ways to improve and minimise waste. We rely on our employees’ creativity and innovative ideas, as well as close collaboration with trusted third-party suppliers to make this happen.

 - Find out more in the [2024 Sustainability Statement][1]
 - Learn more about [sustainable operations at the LEGO Group][2]


  [1]: https://www.lego.com/cdn/cs/sustainability/assets/bltab4c38a57c6b4e8c/LEGO_Group_Sustainability_Statement_2024.pdf
  [2]: https://www.lego.com/en-us/sustainability/environment/reducing-our-emissions

One of our areas of focus is reducing and managing the waste created by our factory operations. We are constantly looking for ways to avoid waste and to ensure disposal methods are as sustainable as possible.

Celebrating 3 years of zero waste to landfill

One of our areas of focus is reducing and managing the waste created in our factories. 

 - 61% of parents say their child knows more about technology than they do, and 63% want to understand it better so they can keep up.
 - The LEGO Group has launched a new suite of playful, free activities to help families explore digital gaming safely together.  
 - *Build & Talk, This or That,* and *Audio Adventures* are now live on the LEGO Group’s Families [website][1].
 - Designed for children aged 6–12 and their caregivers, the activities aim to spark family conversations and provide practical tips around screentime, gaming, and online kindness.


  [1]: http://www.lego.com/families/digital-play

**Billund, Denmark, June 16, 2025:** The LEGO Group has today launched a range of free, interactive online activities designed to help parents, caregivers and children build shared confidence and understanding in the world of digital play. 

Research from the LEGO Group’s 2024 Play Well report showed that 61% of parents say their child knows more about technology than they do, and 63% want to understand it better so they can keep up. To support families, the new series of activities – *Build & Talk, This or That*, and *Audio Adventure* – are now available. The LEGO Group’s [Families website,][1] offering fun, simple ways for families to start important conversations about digital wellbeing and online gaming.

**Diana Ringe Krogh, Vice President and Head of Social Responsibility**, said: “*As the digital world becomes a bigger part of children's lives – from how they play and learn, to how they build friendships and express themselves – many parents and caregivers are looking for ways to better support their children online and keep them safe, especially when it comes to gaming. These new activities are designed to help make that first step feel easy and playful – turning everyday moments into meaningful conversations about life online”.* 

The new activities are designed to give parents and caregivers easier and more playful ways to have conversations about the digital world together with their children.

**Build & Talk** (for ages 6–9) helps younger children explore topics such as online kindness, screentime, and gaming through playful building prompts and storytelling, in a brand-new gaming-themed activity.

**This or That** (for ages 9–12) invites families to play an interactive question-based game. Through active movement and light-hearted choices, children and parents explore values and preferences around digital play.

**Audio Adventures** (also for ages 9–12) features immersive audio stories set in ‘Wow-Wow-World’, a sandbox-style video game universe. Families follow the adventures of 10-year-old Jamie and make key decisions along the way - giving parents and kids a chance to reflect together on the choices we make in digital spaces.

Families can explore the full range of activities now at [www.LEGO.com/families/digital-play][2]

All research unless otherwise stated is from the LEGO Group’s Play Well Study 2024*.


  [1]: https://www.lego.com/families/digital-play
  [2]: https://lego.com/families/digital-play

For media enquiries, please contact: [media@LEGO.com.][1]

**About the LEGO Group**
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
 
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words Leg Godt, which mean “Play Well”.
 
Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide.
For more information: [www.LEGO.com][2].

***About the LEGO® Play Well Study 2024**
LEGO® Play Well Study 2024: commissioned by the LEGO Group, carried out by Edelman DXI between 13.12.23 – 24.01.2024. Total sample size of 61,532 respondents, including 36,000 parents and 25,532 children aged 5-12 years old from 36 markets.



  [1]: mailto:media@LEGO.com
  [2]: https://www.lego.com

Main Image.jpg

The LEGO Group has today launched a range of free, interactive online activities designed to help parents, caregivers and children build shared confidence and understanding in the world of digital play. 

The LEGO Group launches new free activities to help families connect and play well in the digital world

The LEGO Group has launched a range of free, interactive online activities designed to help parents, caregivers and children build confidence in digital play

digital play

LEGO Icons Assets.zip

10357_Prod.png

**Billund, Denmark - 12th June 2025:** The LEGO Group today unveils the LEGO® Icons Shelby Cobra 427 S/C model car set (10357), a collectible set designed specifically for adult builders. This build allows enthusiasts to relive the legendary design and performance of the iconic 1960s sports car, which celebrates its 60th anniversary this August 2025. 

The LEGO Icons Shelby Cobra 427 S/C set features an intricate, detailed 1:10 scale model of the automotive icon. With 1,241 pieces, the set includes features such as manoeuvrable steering, opening doors, trunk and hood, and a meticulously recreated V8 engine. The sleek blue bodywork is adorned with Shelby’s signature bold white racing stripes, side exhausts, and a gaping mouth grille, making it a true tribute to the car’s distinctive look.

Additional accessories, such as a toolbox that fits neatly into the trunk, a fire extinguisher between the seats, and a celebratory trophy, bring this model car’s rich racing history to life. As a special nod to Carroll Shelby’s infamous ‘$100 bill game’, a $100 bill element is also included, adding a unique touch to the detailed design.

This model offers not just a rewarding building experience for vintage vehicle lovers, but also a piece of automotive history that can be displayed in the home or office.

The LEGO Icons Shelby Cobra 427 S/C set will be available for [LEGO Insiders][1] Early Access from 1st July, and available for all from 4th July, via [LEGO.com/Cobra][2] and LEGO Stores, priced at €159.99 / £139.99/ $159.99.


  [1]: https://www.lego.com/en-gb/insiders?ef_id=a9e154d264fc1ec72a993cf97de5f458:G:s&s_kwcid=AL!933!10!82395030251980!!!!82395910078944!!521101183!1318316825596517&cmp=KAC-INI-BINGEU-BI-GB_GL-EN-RE-PS-BUY-CREATE-MB_ALWAYS_ON-SHOP-BC-MM-WV-CIDNA00000-MB-INSIDERS&msclkid=a9e154d264fc1ec72a993cf97de5f458
  [2]: https://www.lego.com/product/Shelby-Cobra-427-S-C-10357

**Product Information:**
LEGO® Icons Shelby Cobra 427 S/C Set:
•	Age: 18+
•	Price: 139.99€ / 159.99$ / 159.99£
•	Pieces: 1,241
•	Product No.: 10357
•	Dimensions: Height: 5 in. (13 cm) / Width: 7.5 in. (19 cm) / Depth: 7.5 in. (19 cm)
•	LEGO Insiders Early Access: 1st July 2025
•	Available for all: 4th July 2025
•	Link: [LEGO.com/Cobra][1]

**About the LEGO Group** 
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine. 

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”. 

Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide. For more information: www.LEGO.com. 
 


  [1]: https://www.lego.com/product/Shelby-Cobra-427-S-C-10357

10357_Lifestyle_Envr_03.jpg

The LEGO Group today unveils the LEGO® Icons Shelby Cobra 427 S/C model car set (10357), a collectible set designed specifically for adult builders. This build allows enthusiasts to relive the legendary design and performance of the iconic 1960s sports car, which celebrates its 60th anniversary this August 2025. 

The LEGO Group Unveils the New LEGO® Icons Shelby Cobra 427 S/C Model Car Set

LEGO® Icons Shelby Cobra 427 S/C Model Car Set

Celebrating World Play Day with kids' reimagined urban spaces.jpg

World Play Day workshop behind the scenes in Boston.jpg

- A new global study from the LEGO Group reveals that nearly 7 in 10 parents don’t feel their city offers sufficient safe and accessible play spaces designed for children.
 - The research also uncovered that 1 in 3 children feel adults designing urban environments don’t consider their needs or preferences. To help change that, the LEGO Group has been running a global Build the Change challenge, inviting children to reimagine their cities through play.
 - On International Day of Play the LEGO Group is putting the world in ‘play mode’ by demonstrating how kids’ ideas have the power to transform cities. Urban spaces in Boston, Berlin, London and Shanghai will be transformed into playful immersive experiences for kids and families.
 - The LEGO Group is committed to turning these playful visions into lasting impact, sharing children's ideas with urban planners and policymakers, including at the UN’s headquarters in New York City, to advocate for kid-centric city design.
 - The LEGO Group has teamed up with world-renowned 3D street artist Joe Hill to reveal what a truly playful city looks like through kids' eyes. Because when cities are built for play, they foster stronger, healthier, and more vibrant communities.

**Billund, Denmark – June 11, 2025** - To celebrate its World Play Day, the LEGO Group is putting the world in play mode, inspiring kids to reclaim their right to play, reimagine their cities and rebuild the world with their creativity. 

In honour of the UN’s International Day of Play – which states that play is an essential right for every child’s growth and happiness – the LEGO Group is bringing kids’ imaginative ideas for playful urban environments to life, showcasing the transformative power of play.

**Cities are missing an opportunity**
Almost a third of children worldwide currently reside in urban areas, and this figure is expected to rise to 70% by 2050. However, new research commissioned by the LEGO Group reveals that while kids want to help build cities, many feel overlooked, invisible, and ignored. 

The research, involving 10,000 parents and 10,000 children aged 6-16 from the UK, US, France, Germany, Australia, Czech Republic, China, Japan, Mexico and Poland, found that:

 - 33% of kids believe adults designing urban environments don’t consider children’s needs or preferences. 
 - 36% believe the streets in their city prioritise cars over people, limiting safe and inviting spaces for play. 
 - Nearly two-thirds (64%) of city-dwelling kids feel their cities lack fun and engaging places to play, with 44% wishing for more spaces to play with friends.

Parents and caregivers share these concerns:

•	84% say their city doesn’t prioritise play, while 69% don't feel their city offers safe and accessible play spaces. 
•	18% worry their child is part of a generation locked out of outdoor fun, and 11% feel their city is becoming a "no-go zone" for children’s play. 
•	11% of parents are cutting back on spending in other areas to afford sending their child to safe play spaces, showing a gap in affordable, family-friendly play options.

**Julia Goldin, Chief Product and Marketing Officer at the LEGO Group said**: “Play should not be limited to homes and schools - it should extend into our streets, parks and public spaces. However, our research shows that children often feel overlooked in urban design. At the LEGO Group, we believe it is our role to help create a bridge between kids’ imagination and real life, and we know that a more playful world benefits everyone. This World Play Day we're providing kids with a platform to share their brilliant ideas, transforming their bold concepts into playful experiences that everyone can enjoy, and that we hope will inspire lasting change for generations to come.”


World Play Day workshop behind the scenes in Shanghai.jpg

**Play transforms cities – and lives** 
The LEGO Group wants to highlight how cities built for play don’t just create space for fun - they help children and families thrive. The research also uncovered that when kids are given space and time to play, it can boost childhood development as well as kids’ wellbeing and social connections: 

 - 43% of urban parents say their children sleep better after playing - something 63% of kids recognise too.  
 - 81% of kids say play makes them feel happier, while 59% say it helps them talk more easily to family and friends.  
 - 27% of parents say regular play helps their children share more easily – which is important for emotional development and school readiness.

Play isn't just for kids - it offers significant benefits for the wider family too. It’s a proven stress reliever (41%), energy giver (38%) and helps to build kinder communities (30%).  

**Celebrating the power of play on World Play Day**
Over the last few months, children around the world have shared their ideas on how they would transform cities with more play though the LEGO Group’s Build the Change social impact program, which invites children to tackle real-world challenges with LEGO bricks and other materials. From secret play zones with zip lines, to skyscraper slides and playful bus stops for all to enjoy, the response to this new Build the Change Playful Cities challenge in partnership with global design experts Arup, shows how children have the power to make cities brighter, bolder, and way more fun. 

On World Play Day, their bold and brilliant ideas are being brought to life by a global crew of **Playmakers**, led by former NASA engineer, and one of the most successful science and engineering creators on YouTube, [Mark Rober][1]. 

Joining Rober is a global crew of creators from music, arts, sports and digital culture, with a combined fanbase of over 62M, including: [Zoe Wees][2] and [Younes Zarou][3] (Germany), [Jamad Fiin][4], [Cedric Mitchell][5], [Brandon McCadney][6] (Mad Keys) and [Lourdes Villagómez][7] (US), [Mulyana][8] (Indonesia), [][9] (Australia) and [Xie Qiongzhi][10] (China). The Playmakers will be joined by a roster of YouTube Creators from around the world, including [Ben Azelart][11], [Zhong][12] and [Aquarium Info][13], who will also take kids' ideas and bring them to life.

This World Play Day, children's boldest ideas for playful cities are springing to life through immersive installations and unique experiences across the globe, including in:

 **- Berlin:** Ordinary urban spaces, like local Spätis, will be transformed into bursting hubs of imagination. Inspired by kids' visions of rhythm and sport, these vibrant pop-up play zones will invite families to experience how everyday corners can become stages for creative expression.
 **- Boston:** The Rose Kennedy Greenway will transform into a lively playground where kids can dive into hands-on LEGO® activities that showcase how the power of creativity can brighten and enliven the city.
 **- Shanghai:** Along Shanghai's iconic riverfront, children's imaginative ideas will spring to life, transforming public spaces into immersive play landscapes. From whimsical structures to interactive challenges, these areas will showcase a child's vision for a city alive with play.
 **- London:** The Play Pavilion in partnership with Serpentine will be unveiled. Open from today through to August, this immersive environment celebrates the unbounded creative power of play, inviting children and families to step into a world shaped by imagination.

  [1]: https://www.youtube.com/channel/UCY1kMZp36IQSyNx_9h4mpCg
  [2]: https://www.tiktok.com/@zoeweesofficial?lang=en
  [3]: https://www.tiktok.com/@youneszarou?lang=en
  [4]: https://www.tiktok.com/@_jamaaad
  [5]: https://www.instagram.com/cedricmitchelldesign/?hl=en
  [6]: https://www.instagram.com/madkeys_/?hl=en
  [7]: https://www.instagram.com/lourdes_villagomez/?hl=en
  [8]: https://www.instagram.com/mangmoel/
  [9]: https://www.instagram.com/furrylittlepeach/?hl=en
  [10]: https://www.xiaohongshu.com/user/profile/557311b6484fb626df3497d2?xsec_token=ABcuLvEwcdfSak013E-ptlul3cp9QjwPkg0A7NTaeJr_g%3D&xsec_source=pc_search
  [11]: https://www.youtube.com/c/BenAzelart
  [12]: https://www.youtube.com/@zhong/videos
  [13]: https://www.youtube.com/aquariumInfo

World Play Day Infographic 2025 (1).jpg

**Turning World Play Day into Lasting Impact**

The LEGO Group is committed to amplifying the voices of children and turning these playful visions into lasting impact. Kids' ideas and calls to create more playful cities have been collated in a ['How to' guide][1] in partnership with Arup which will be shared with urban planners and decision-makers around the world, including with government representatives at today’s high-level event at the United Nations Headquarters in New York, co-hosted by UNICEF and UNESCO, to promote the importance of play. 

In addition, in **Shanghai**, the LEGO Group China has launched a two-year partnership with Shanghai United Foundation to bring Learning through Play to migrant children and community in Shanghai, aiming to improve emotional well-being and holistic development through play. The project includes refurbishing LEGO® playrooms, donating play boxes, and offering play-based social-emotional learning sessions, benefiting over 15,000 children.

Whilst in **Berlin,** the LEGO Group Germany will work with Save the Children Germany to deliver accessible learning-through-play experiences across 10 locations in Berlin. This two-year program aims to reach over 17,000 individuals and will use the power of play to support children's holistic skills development. Parents, caregivers and non-formal educators will be supported to integrate play into children's daily life.

In **Boston** the LEGO Group USA is launching the Power of Play Boston initiative, a series of local community partnerships providing children across the city opportunities to connect, grow, and create new possibilities through play. The initiative includes playful learning programs at the Boston Public Library’s Central Library and all 25 neighborhood branches, as well as free summer programming outside the Boston Children’s Museum, hands-on STEAM activities and accessibility off hours with the Museum of Science, and creative play programming that connects the LEGO brick with children’s passions - from music, to sport, and storytelling.

And finally in **London**, the LEGO Group will continue developing its Power of Play programme which was launched in 2023. Convened by the LEGO Group and supported by the LEGO Foundation, this programme brings together a group of organisations that focus on children’s education, rights and wellbeing. The goal is to enhance access to play and shift attitudes towards playful learning in the borough by providing a mix of play opportunities at home, school, and in the community for underserved children and their families. Since its inception, it has reached 21,000 children. For WPD 2025, children from Power of Play programme will also benefit from the Play Pavilion at the Serpentine Gallery.

Other activity happening to celebrate World Play Day include:

 - At the first-ever LEGO® Festival, thousands of families have come together over six epic weekends and across seven LEGOLAND® Resorts worldwide to make a Play Pact - a promise to build more, laugh louder, explore endlessly and play always. To celebrate this global movement, the LEGO Group and LEGOLAND Resorts are teaming up with Merlin’s Magic Wand, Merlin Entertainment’s charity partner, to turn the Play Pacts into 100,000 hours of free LEGOLAND days out for underprivileged children and their families.
 - A free LEGO Education World Play Day Educator Toolkit is available to teachers around the world to implement play-based challenges in classrooms.
 - Build the Change Playful Cities activity taking place at LEGO House, LEGOLAND Discovery Centres and over 30 community partners around the world.

For more information about World Play Day and how to get involved, visit [https://www.lego.com/WorldPlayDay][2].

**#LEGOWorldPlayDay
#BuildTheChange**


  [1]: http://lego.build/Cities-in-Play-Mode
  [2]: https://www.lego.com/WorldPlayDay

For more information, please contact [media@lego.com][1].

**About the Research**
This online survey of 20,000 city-dwelling parents and children was commissioned on behalf of the LEGO Group and conducted by market research company OnePoll, in accordance with the Market Research Society's code of conduct. The research took in the views of parents and children from the UK, US, France, Germany, Australia, Czech Republic, China, Japan, Mexico and Poland across 30 cities. 

Data was collected between 03/02/2025 and 24/02/2025. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, corporate membership of ESOMAR and Members of the British Polling Council.

**3D IMAGE Credit: Joe Hill - 3DJoe&Max**
This is what a playful city looks like according to kids.

A third of children (33%) globally believe adults designing urban spaces overlook their needs according to new research. To change that, the LEGO Group has been running global Build the Change workshops, inviting children to reimagine their cities through play. Celebrating its first World Play Day (11 June), in honour of the UN International Day of Play, the LEGO Group has teamed up with world-renowned street artist Joe Hill to bring those ideas to life and put the world in play mode - creating an optical illusion of a bridge floating above a city built for play.
 
The picture shows a city with: 

·	Houses made of cake 
·	Slides and zip lines
·	Places to draw, paint and hang out 
·	Giant lizards for buses 
·	Flying dragons
·	Neon city colours and LED lights 
·	Portals leading to different dimensions
·	A city fountain that changes colour and sprays out chocolate 
·	A hovercraft for dodging traffic 
·	Plenty of flowers
·	A city tree house

**Play Isn't Just for Kids - How Urban Parents Benefit Too**
The LEGO Group’s worldwide study show that city-dwelling parents experience significant benefits from engaging in play:

 - Reduced Stress & Increased Happiness: 41% feel happier and less stressed after playful activities.
 - Enhanced Energy & Well-Being: 38% report that having fun makes them feel more energetic and improves their overall wellbeing.
 - Improved Relaxation: 37% find play helps them unwind and detach from daily worries.
 - Personal Fulfillment: 32% say playing for fun is rewarding and reminds them of what’s important in life.
 - Community Connection: 30% believe that cities promoting play for all ages help create more inclusive, kind, and connected communities.

**About the LEGO Group**
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.

Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide.

For more information: www.LEGO.com. 

**About Build the Change:**
Build the Change is a LEGO Group social impact program, supported by the LEGO Foundation. It is an award-winning program that inspires children to unleash their creativity and their voices as they build a brighter future through play.
Children tackle real planet and people challenges using LEGO® bricks or any materials available, before sharing their ideas with each other and the world to help spark change.
Millions of children worldwide take part in this program in schools, homes and communities, developing key skills they need to thrive from creative confidence to collaboration. Learn more at www.lego.com/build-the-change.


  [1]: media@lego.com

On International Day of Play the LEGO Group is putting the world in ‘play mode’ by demonstrating how kids’ ideas have the power to transform cities. Urban spaces in Boston, Berlin, London and Shanghai will be transformed into playful immersive experiences for kids and families. 

The LEGO Group celebrates World Play Day by inspiring kids to reimagine urban spaces for play

This World Play Day, the LEGO Group turns cities like Boston, Berlin, London & Shanghai into playful spaces, showing how kids' ideas can transform the world.

The LEGO Group reimagines cities for play on World Play Day

Media Contacts

Please note that the contact information on this page is intended for **MEDIA AND PRESS** only. For all other requests, please contact our [Consumer Service.][1] 


  [1]: https://www.lego.com/en-gb/service?domainredir=service.lego.com

**E-mail: [media@LEGO.com][1]**


  [1]: mailto:media@LEGO.com

Global Media Enquiries

**Rondal Nlandu**
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E-mail: [rondal.nlandu@lego.com][1]


  [1]: mailto:rondal.nlandu@lego.com

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E-mail: [clementine.horgue@LEGO.com][1]

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E-mail: [elsa.perretti@publicisconsultants.com][2]


  [1]: mailto:clementine.horgue@LEGO.com
  [2]: mailto:elsa.perretti@publicisconsultants.com

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E-mail: [Presse@LEGO.com][1]

**Bitte beachten Sie**:
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ausschließlich Presseanfragen beantworten können.     
Für alle andern Anfragen wenden Sie sich bitte an: [https://www.lego.com/de-de/service][2]

**PR Agentur
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Phone: +49 89 23 00 26 50
E-mail: [lego@consense-communications.de][3] 


  [1]: mailto:Presse@lego.com
  [2]: https://www.lego.com/de-de/service
  [3]: mailto:lego@consense-communications.de

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E-mail: [Magdalena.Negrusz@LEGO.com][1]


  [1]: mailto:Magdalena.Negrusz@LEGO.com

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Manager, PR & Events
E-mail: [Isabel.Perez.Sanchez@LEGO.com][1]

**PR Agency 
BEST** (Spain)
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E-mail: [lego@agencia.best][2]



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Manager, PR & Events
E-mail: [erika.castillo.rodriguez@lego.com][3]

**PR Agency 
Suit PT** (Portugal)
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E-mail: [paula@suit.pt][4]


  [1]: mailto:Isabel.Perez.Sanchez@LEGO.com
  [2]: mailto:lego@agencia.best
  [3]: mailto:erika.castillo.rodriguez@lego.com
  [4]: mailto:paula@suit.pt

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**Maria Jarmola-Clark**
Senior Brand Relations Manager UK/I
E-mail: [maria.jarmola@lego.com][1]

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E-mail: [rebecca.eneh@lego.com][2]


  [1]: mailto:maria.jarmola@lego.com
  [2]: mailto:rebecca.eneh@lego.com

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Phone: +6585338454
E-mail: [Samantha.Tan@LEGO.com][1] 


  [1]: mailto:Samantha.Tan@LEGO.com

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Phone: +61 2 9428 9666
E-mail: [millie.williams@lego.com][1]


  [1]: mailto:millie.williams@lego.com

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**Grace Jiang**
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E-mail: [Yi.Jiang@LEGO.com][1]


  [1]: mailto:Yi.Jiang@LEGO.com

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