ShanghaiMay 28, 2026 /PRNewswire/ — On May 28, as the LEGO® Brand Flagship Store (Disney Town Store) celebrated its tenth anniversary with a grand reopening, the LEGO Group, in collaboration with the China Disabled Persons’ Welfare Foundation, hosted a themed event titled “Ten Years of Joy: Fantasy Build Workshop” at the store. The event invited children with disabilities and their families to explore the newly renovated store and engage in creative building and interactive play. Store employees also participated as volunteers, taking action to spread the power of play and offering a special Children’s Day gift to the children in attendance.
“Ten Years of Joy: Fantasy Build Workshop” successfully held at LEGO® Brand Flagship Store (Disney Town Store)
“Joy Together” Warm Companionship, Brightening Playtime
The event received enthusiastic support and active participation from store employees. Not only did they sign up for volunteer service, but they also leveraged their daily work expertise to carefully design the “Ten Years of Joy: Fantasy Build Workshop” based on the interests and needs of the children. On the day of the event, 16 children with disabilities from seven cities visited the LEGO Brand Flagship Store at Disney Town. Volunteers guided the children on a tour of the newly renovated store and accompanied them in small groups through a series of hands-on, expressive, and collaborative play activities, helping them gain joy and confidence through brick building and warm companionship.
Employee volunteers accompany children in a series of play activities at the newly renovated store
This event is part of the “Joy Together” corporate social responsibility (CSR) project, a collaboration between the LEGO Group and the China Disabled Persons’ Welfare Foundation. Since its launch in 2021, the project has been carried out through product donations and employee community service initiatives. Based in cities and communities where LEGO Brand Flagship Stores are located, employees from these stores regularly visit local community rehabilitation centers and inclusive education institutions to spend time with children. They also actively invite children to visit the stores, engaging them in creative LEGO brick building to help them learn and develop key skills. In 2024, the project was further upgraded by inviting teachers from partner institutions to join the LEGO Group’s “LEGO Box of Fun Children’s Play Development Support Program.” This aims to better utilize product donation resources and conduct regular play-based courses within the institutions, providing children with more sustained and enriched play experiences.
As of the end of 2025, the project has covered eight cities with LEGO Brand Flagship Stores across China, including Shanghai, Beijing, Hangzhou, and Chengdu. Over 200 LEGO Brand Flagship Store employees have participated, donating 8,122 LEGO toy sets to 22 partner institutions, bringing the power of play to over 60,000 children with disabilities.
Gu Jingqiu, Head of Corporate Social Responsibility for the LEGO Group in China, stated: “Five years ago, we held the first employee volunteer activity of the ‘Joy Together’ project right here at this store. Five years later, we are honored to return to the starting point of this project and continue this special activity at the store, which has just undergone its tenth-anniversary renovation. The LEGO Group is committed to safeguarding every child’s right to play, including children with illnesses or disabilities. Store employees play a vital role in this project, and our brand flagship stores are becoming important touchpoints for spreading the power of play, allowing more children and their families to understand and experience the positive impact of play.”
Gu Jingqiu, Head of Corporate Social Responsibility for the LEGO Group in China, encourages more employees to participate in volunteer activities
The China Disabled Persons’ Welfare Foundation noted: “The growth and development of children with disabilities is a topic of concern across all sectors of society. We are delighted to collaborate with the LEGO Group and its employee volunteers to create more opportunities for children with disabilities to engage with the outside world and expand their life experiences, allowing them to gain richer perceptions and experiences through play. In the future, we will continue to work together to make this project more solid and in-depth, enabling more children with disabilities to enjoy the joy of play and gain the strength to grow through creativity.”
Continuing to Spread the Power of Play, Safeguarding the Healthy Growth of Every Child
Beyond the “Joy Together” project, the LEGO Group also actively encourages employees to participate in other community volunteer initiatives. This is a CSR project by the LEGO Group that encourages employees to volunteer in local community programs, collectively fulfilling the LEGO Group’s vision of becoming a global force for “learning through play.” Currently, this initiative also includes the “LEGO Care” project, in collaboration with Hand in Hand Shanghai, which organizes volunteer activities for children undergoing long-term medical treatment; and the “Online Teaching Project,” in partnership with “Teach for China 2.0,” which calls on employees to serve as volunteer teachers to deliver LEGO play-based lessons to primary school students in remote areas of China. As of the end of 2025, 1,387 employees from the LEGO Group’s Shanghai office, LEGO Brand Flagship Stores, and the Jiaxing factory have participated as volunteers in these projects, collectively spreading the power of play.
The LEGO Group believes that play is more than just fun; it is a process full of fun, social interaction, active participation, meaning, and iteration. Through play, children can develop essential life skills such as creativity, social skills, cognitive abilities, physical skills, and emotional skills. For this reason, the LEGO Group is always committed to safeguarding every child’s right to play, ensuring that every child can learn through play and grow through creativity.
Since 2016, the LEGO Group has collaborated with partners in various fields to launch multiple CSR projects targeting children of different ages and facing different difficulties. These include the “LEGO Checkpoint” project, which helps children understand the MRI scanning process through play; the “Build for Love” project, which donates LEGO toy sets to children in need during the annual holiday season; and the “LEGO Braille Bricks” project, which supports visually impaired children in learning braille and developing key skills through play. As of the end of 2025, the LEGO Group has brought opportunities for “learning through play” to over 8.13 million children in China through these projects.
In the future, the LEGO Group will continue to expand its partnerships and enrich the forms of its projects, allowing the power of play to transcend distances and barriers, reaching more children!