bring your adult to play day

the problem (clear, emotional, real)

children still know how to play. adults — parents, grandparents, older siblings, teachers — no longer do. we live in a culture of speed, tasks, and permanent urgency. time-poor, joy-poor.

the result: adults are physically present, but emotionally absent. and play — the essential fuel of creativity — disappears as we grow up.

lego's role

lego doesn't just build toys. lego builds connected minds. children are native speakers of creativity — adults have forgotten the language.

it's time to reverse the dynamic.

the manifesto (speech / voiceover)

"once a year, we ask every child to bring their parent back to class. not for a meeting. not for a lecture. but for something adults rarely get homework for: play.

children grow when they play. but something else grows too: the bond between the one who plays and the one who remembers how.

so today, we're not inviting kids to school. we're inviting adults back to childhood.

no phones. no emails. no hurry.

just bricks, imagination, and the person who taught you how to walk… now teaching you how to build.

this is bring your adult to play day. a global lego invitation for every grown-up — parents, grandparents, older siblings, tutors — to rediscover the joy they once had, and the child who still has it."

the idea

schools & kindergartens receive a lego education toolkit.

inside:

1. official play summons for adults — a symbolic, playful document in the style of a "summons."

2. lego play kit, designed for parent–child (or adult–child) activities.

3. lesson plans — simple 20–30 minute activities that require the adult to follow the child's instructions.

the invite (the official summons)

lego & [school name] issue an official play summons

to: the adult responsible for [child name]
date: __________
location: classroom of creativity
purpose: rediscovery of play

"you are hereby summoned to attend bring your adult to play day. failure to appear may result in excessive seriousness, reduced imagination, and potential disappointment from the child who believes you still know how to play."

signed,
the children
lego play council
(stamped with a lego-studs round seal)

the experience

in the classroom

• the child leads → the adult follows.
• thematic builds: "build your dream day" / "build your family" / "build what your adult forgot."
• reversible challenge: the adult may not touch any bricks without the child's permission.

at home

each adult receives a play homework sheet: "build something together before bedtime over the next 7 days."

global content moments

1. the main film

real scenes in classrooms: children leading, adults awkwardly trying to keep up. final frame: "play is not a skill you lose. it's a language you forget. lego — relearn to play."

2. ugc challenge – #adultsplaytoo

children post: "this is my adult. today i teach them."

3. lego stores worldwide

special zones where children can host "play sessions" for adults.

kpi / impact

• huge engagement (parents + schools + social)
• massive earned media (education, parenting, creativity)
• reinforces lego's core mission: creativity for all ages
• organic virality through the "reverse parenting" narrative
• potential global annual event asset

global scalability

works seamlessly in: ✔ europe ✔ us ✔ latam ✔ asia ✔ middle east ✔ lego foundation & lego education programs

safety & logistics

before global rollout, lego should:

• pilot the initiative in a controlled group of kindergartens and primary schools to evaluate flow, clarity, and emotional response.
• collaborate with educational consultants, child-safety specialists, and school administrators to ensure procedures meet classroom safety standards.
• prepare a simple safety kit for teachers, covering: classroom supervision ratios / non-intrusive filming guidelines (for content moments) / accessibility considerations / emotional safety (adults following, not dominating)

all activities are seated, low-risk, supervised, and designed to maintain the highest safety standard across cultures.