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Attention all parents, educators, and LEGO enthusiasts! There’s a pressing concern that’s been emerging globally, and LEGO is stepping up to address it head-on. Recent studies have shown a significant shift in priorities among parents, with a whopping 70% leaning towards achievement-based activities for their children, often sidelining free play. From sports clubs to language classes and tutoring, the emphasis on structured activities has been on the rise, often at the cost of unstructured playtime.
Now, you might wonder, why is this a cause for concern? Dr. Paul Ramchandani, a distinguished Professor of Play at the University of Cambridge, sheds light on this. While structured activities undoubtedly offer value, play holds a unique and irreplaceable position in a child’s development. Through play, children not only have fun but also hone essential life skills. Creativity, confidence, problem-solving, and communication are just a few of the myriad skills nurtured through play. These skills not only enrich a child’s present but also pave the way for a successful and fulfilling future.
The data further reveals that over the past three years, there’s been a 57% increase in the time children spend on achievement-based activities. This shift often comes at the expense of their playtime. Alero Akuya, the dynamic VP of Brand Development at the LEGO Group, voiced her concerns about this trend. She emphasized that neglecting play could lead to a generation of young adults lacking vital life skills. Through the “Play is Your Superpower” campaign, LEGO aims to change this narrative. The goal? To elevate the importance of play in the eyes of adults and showcase its multifaceted benefits. Play should be as integral to a child’s routine as reading bedtime stories or maintaining a balanced diet.
To drive this message home, LEGO has assembled a stellar team, aptly named “The Play Squad.” Comprising influential cultural figures, each member of this squad attributes their success to the skills they acquired through play during their formative years. Notable members include the ever-stylish Tan France, the vivacious Naomi Watanabe, wildlife warrior Bindi Irwin, and the talented Stephanie Beatriz. Each of them will share their personal “play stories,” highlighting the superpowers they gained through play and emphasizing its significance for every child.
In a nutshell, LEGO’s “Play is Your Superpower” campaign is more than just an initiative. It’s a movement, a call to action, urging everyone to recognize, celebrate, and prioritize the unparalleled magic of play. So, as we navigate the challenges of modern parenting and education, let’s remember to let our children play, explore, and discover their own superpowers.
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