The LEGO Group Addresses Lack of Play Spaces with 'Superpower Studios'

Following a global survey which revealed that two-in-five families lack access to adequate or safe play spaces, the LEGO Group is taking action by unveiling Superpower Studios, a free and imaginative wonderland where children are the chief architects of play. 

The ground breaking space created in partnership with creative agency Exposure, breaks down traditional, art gallery norms, as the LEGO Group invites families to come and reimagine a vibrant celebration of play at La Gaîté Lyrique, Paris this September. During the free activation, kids will take charge of transforming the art gallery, in a hands-on celebration of creativity and connection. The new space forms as another brick in the LEGO Group’s 'Play is Your Superpower' campaign, urging everyone to rediscover the power of play. 

New global research commissioned by the LEGO Group, revealed there's a significant global play shortage as 76% of parents around the world believe children today have less time to play – a tool which helps children cultivate vital life skills such as creativity, confidence, communication, and resilience. To help put play back on the agenda, the project is led by a series of Global Play Ambassadors, each handpicked for their unique creativity and dedication to driving positive change in their communities.

Spearheaded by creative advisor, Sarah Andelman, founder of pioneering Parisian concept store Colette, Superpower Studios is split into themed rooms transformed by renowned, international artists and each one tells a story of how play inspires a more joyful, inclusive, and collaborative world. Sarah Andelman worked closely with the Play Ambassador artists to imagine a space where we can all make our mark. To bring this to life, Sarah welcomes guests into the venue with a custom gallery wall allowing families to design their own self-portraits which are proudly hung up in the entrance hall.

• Vibrant French illustrator Aurélia Durand, introduces Remix Room, where an interactive digital experience encourages you to blend, paint, mix and remix Aurélia’s artwork, to bring your own unique creations to life! 
• Chinese paper-cutting artist Chen Fenwan, transports families to the magical Forest of Wishes. Express your gratitude to nature and use your superpower of play to build a LEGO seed and make a wish to add it to the forest. 
• Ghanaian-Canadian sculptor Ekow Nimako, opens the door to the mythological world of Ghanaian goddess and protector of the earth – Asaase Efua – where adventure and animals await. Navigate The Mythical Maze and at its heart, craft a guardian creature, to join Asaase in her quest to protect the world.   

The LEGO Group’s global report revealed that parents are under immense pressure to balance their increasing workloads and childcare, with parents confessing to spending nearly twice as much time on their phones and laptops as they do playing as a family. Paired with the lack of access to adequate and safe spaces to play, this has worrying long-term effects, as one in five (20%) parents admitted they never engage in playtime together as a family, despite nine out of ten families saying they wanted to. 

These findings inspired the creation of an accessible immersive experience inspired by children, the true architects of play.

Alero Akuya, VP of global brand development at the LEGO Group, said, “Play is more than just fun; it's the key to unlocking essential life skills and fostering a more inclusive, joyful world. Superpower Studios is our way of inviting families to make play a priority, showing them just how natural and transformative it can be."

From Wed 11th – Mon 16th September 2024, families will be invited to La Gaîté Lyrique in the heart of the city. Visitors can book free tickets for timed slots at Superpower Studios via the website here.

• Wednesday 11th September – Sunday 15th September: open 10.00 – 18.30
• Monday 16th September: open 10.00 – 13.30 

For more information about Play is Your Superpower visit here.