Helping kids open up – one LEGO brick at a time
For young children especially, big emotions don’t always come with the words to match.
We know play is integral to family happiness and wellbeing, and new research shows that play can open the door to conversations about the things that matter most, from global issues to safety and sustainability*.
That’s why we are bringing back Build Big Feelings for 2026. It’s a guided, play-based building activity that helps children share how they’re feeling, even when they aren’t sure how to say it.
If they can’t say it, build it
By turning LEGO® building into a shared family language, Build Big Feelings helps children express their emotions in a way that feels natural: through LEGO play.
Lauren von Stackelberg, VP and Head of Social Responsibility at the LEGO Group, explains: “Every day children around the world build and create with LEGO bricks, with many using LEGO play as a tool to help them express themselves. Build Big Feelings harnesses this power to help families navigate unsettling experiences or complex emotions together in a simple, meaningful and fun way.”
How it works
The feelings might be complex, but Build Big Feelings could hardly be simpler. You just need a few everyday items and 10 minutes.
You’ll need:
- A pile of colourful LEGO bricks.
- A jar or some other container. Use whatever’s available.
- A few simple prompts.
Making an impact in the community
Lauren continued: “As part of this relaunch, we’re also working with local community partners across our regions to integrate Build Big Feelings methodology into their work. These collaborations help more families connect through play, using a simple and meaningful approach. We’re excited about the opportunity to extend the benefits of play and help children and families to thrive."
One such partner is Boston CASA, Inc., a nonprofit that provides consistent, one-on-one support for children as they navigate foster care and the court system. Through its partnership with the LEGO Group, Boston CASA is incorporating play-based learning into its programmes to help children express emotions and build trusted relationships.
Nicole Stewart, Executive Director, Boston CASA, Inc., said: "Children who have experienced trauma often carry feelings that are too big and complicated for words alone. Build Big Feelings offers a powerful, play-based way for our children to express what is happening inside, while helping caring adults listen, understand, and respond with compassion. We are so excited for this initiative that honors the healing power of play and strengthens the trusted connections our children need to thrive.”
If you and your kids have had a tough day, Build Big Feelings can help you unbottle those emotions and make sense of what’s going on, one build at a time.
Find out more here.
(*) 88% of parents say play helps them talk about important matters such as inclusion, safety, sustainability and global issues with their children. Data taken from the LEGO® Play Well Study 2026, commissioned by the LEGO Group and carried out by Edelman DXI, with insights from a total of 45,000 respondents from across 30 markets between December 2025 and January 2026. Respondents included 30,000 parents with children aged 1-12 years old, and 15,000 children aged 5-12.