LEGO unveils 'Play To Expand The World' exhibition in Beijing

On the 35th World Children's Day, the LEGO Group, in partnership with the Beijing Dongyu Children's Poverty Alleviation Center, launched the "Play To Expand The World" themed exhibition at the Danish Cultural Center at the 798 Art District in Beijing.

The event features children's photos and playful interactions, emphasizing the importance of protecting and developing children's rights. It also highlights the transformative power of play, showcasing moments of joy, growth, and development experienced by over 4.7 million children across the country through the group's social responsibility programs.

These efforts reflect findings from the 2024 LEGO Play Report, which revealed that 85 percent of Chinese parents feel children's opportunities for play are decreasing, while 88 percent of children believe adults undervalue play's role in learning and development.

Over the years, the group has collaborated with various partners to launch programs such as the "Playbox Program" and "Build To Give".

These programs have provided disadvantaged children — including migrant children, left-behind children, and children with disabilities — with opportunities to build essential skills and unleash their potential through creative play experiences.

"We are pleased to work with multiple partners to enable more Chinese children to grow and develop through high-quality and creative LEGO play experiences," said Gu Jingqiu, director of Social Responsibility of LEGO China, the LEGO Group. "In the future, we will continue to create opportunities for more children in China to learn and thrive through play."

A standout feature is the "Build To Give" area, where attendees can create and build their own LEGO models. For every piece built, the LEGO Group will donate a toy set to disadvantaged children.