ShanghaiMay 22, 2026 /PRNewswire/ — To celebrate the upcoming Children’s Day, the LEGO Group has launched the “Never Stop Playing” themed event in Guangzhou, creating creative interactive spaces focused on different areas of interest. The event aims to invite children and adults alike to join in the fun, unleashing their imagination and creativity through play, and experiencing the meaning and value of play.
LEGO Group’s “Never Stop Playing” themed event lands in Guangzhou
The legitimacy of play is not fully recognized; LEGO Group launches a “Play Power Party” inviting everyone to enjoy play to the fullest
The LEGO Group believes that play is an important way to help children grow and develop lifelong skills. However, the latest global research findings* from the LEGO Group reveal that 82% of Chinese parents believe the power of play and its impact on children’s present and future have not received enough attention. Nearly 30% of parents think that work and household chores are key factors hindering them from playing with their children, while children’s academic pressure also stands as an obstacle on their path to play.
To help more people rediscover the importance of play and creativity, the LEGO Group has launched the “Never Stop Playing” themed event in Guangzhou, creating multiple play spaces full of imagination and creativity beneath the iconic Canton Tower, awakening the power of play.
This event is also part of the LEGO Group’s “World Play Festival” series, celebrating the “International Day of Play” established by the United Nations in 2024 to advocate for and protect children’s right to play. This year, the LEGO Group has invited Chinese snowboarder Su Yiming to join the ranks of Playmakers, issuing a call to “play to the fullest” and join the “Play Power Party.” The event features four themed play experience zones: “Sports Party,” “Racing Party,” “Hero Party,” and “Nature Party.” The “Sports Party” includes a nearly 2-meter-tall snowboarder minifigure modeled after Su Yiming, meticulously crafted from over 40,000 LEGO® bricks; the “Racing Party” cleverly combines a racetrack with the Canton Tower, with a city racing diorama adding charm to the urban landscape; the “Hero Party” showcases a variety of LEGO mecha models, allowing everyone to create their own passionate heroes; and the “Nature Party” uses the LEGO Botanical Collection to integrate the vitality and creativity of nature into everyday life scenarios.
LEGO Group creates diverse themed spaces, turning city landmarks into party venues
The venue also displays a diverse range of product portfolios covering different themes, including the LEGO F1® racing sets showcasing the charm of motorsports, the LEGO Editions series sets celebrating the 2026 FIFA World Cup™, and the LEGO Botanical Collection products that spark inspiration in daily life, available for consumers to browse and purchase on-site. In June, the LEGO Group will also launch over a hundred new product sets, including 24 themed series focusing on areas such as cars, mecha, nature, and cities, allowing consumers of all ages and interests to freely explore their passions and the possibilities of play through building.
In the world of play built with LEGO bricks, children can not only freely explore different interests but also use brick particles as a medium to unleash their imagination and creativity to express their own stories and voices. The latest research data shows that creativity is a key source of pride and self-expression for children. In China, over 90% of children say that creating brings them a sense of pride (94%), builds confidence (95%), and helps them show their true selves (94%). However, alongside the joy of creativity, children also experience a societal pressure to pursue perfection. 80% of children believe they want their creations to be perfect before sharing them, and 71% say they often feel the pressure of being afraid to make mistakes.
To convey the message that “there is no standard answer in creation,” the venue also features customized building experiences and interactive games tailored to the four different themes of the Play Power Party, hoping to encourage everyone to fully unleash their creativity and express themselves boldly, experiencing the sense of pride and achievement that comes from creation.
Light up life with the power of play, create endless possibilities with creativity
To encourage more people to start from their own interests and continuously explore and unleash their creativity in their areas of passion, the LEGO Group has teamed up with Playmaker Su Yiming and collaborated with three content creators from different fields—Zhao Meng, Xia Bo’en, and Zhang Daqiang—to produce four creative short films. These films showcase how creativity can turn the ordinary into the extraordinary and make imagination a reality, calling on everyone to join the play movement.
LEGO Group launches creative short films, encouraging more people to explore interests through play
To celebrate the upcoming International Day of Play, the LEGO Group will also launch more “World Play Festival” themed events globally in June, encouraging more children and families to enjoy play, embrace creativity, and make play a part of everyday life, everywhere.
*The latest global research findings come from the “LEGO Play Report 2026”: This report was commissioned by the LEGO Group and conducted by Edelman DXI from December 2025 to January 2026, collecting feedback from 45,000 respondents across 30 countries and regions. Respondents included 30,000 parents of children aged 1-12 and 15,000 children aged 5-12.