International Play Day: Jason Momoa Takes on a Breakthrough Role, Partnering with the LEGO Group to Help More Families Rediscover the Power of Play

SHANGHAIJune 11, 2026 /PRNewswire/ — On the International Day of Play, established by the United Nations, the LEGO Group announced that actor and play master Jason Momoa has become the newest LEGO^® Playmaker. He will join the brand in helping to address the current lack of play in families worldwide.

Although parents generally recognize the importance of play, the demands of modern life are squeezing time and energy, constantly compressing the space for play. Nearly nine out of ten (89%) parents wish they could spend more time playing with their children, while nearly one in ten (9%) parents — representing over 60 million families globally — admit they have never had quality playtime with their children^[1].

However, the research findings also offer reassurance to parents. The study found that just five hours of family playtime per week is enough to significantly boost a family’s happiness and overall well-being^[2]. This is less time than many families spend watching TV or on their phones each week^[3].

Mission: Encouraging Families Worldwide to Never Stop Playing
Yet, nearly half (44%) of families globally do not have enough playtime to reap these important benefits. To address this, the LEGO Group is launching the “Never Stop Playing” campaign, partnering with Jason Momoa to inspire more families to engage in play. Jason stars in a lively and engaging brand film that encourages families worldwide to rediscover the meaning and power of play. When two LEGO bricks click together, a world full of play and endless creative possibilities is born.

Jason is channeling his playful attitude into powerful motivation for countless families. He said: “Play has always been a very important part of my life. My mom encouraged me from a young age to go outside, let my imagination run wild, and build things with my hands, including all sorts of LEGO models; to unleash my creativity, whether it was making music or climbing and exploring, always maintaining a sense of curiosity about the world. It is these experiences of play that have shaped who I am today.

“Whether it’s playing with my kids, filming a movie, or jamming with my band, these moments of play keep me creative, keep me grounded, and keep me closely connected to the people I love. Even just a few minutes of play can completely change your day. I believe children and families today need that same encouragement to discover any opportunity to play, to ignite their imagination, spark creativity, and connect with each other.”

The Play Paradox: More Important Than Ever, Yet Harder to Achieve
Jason’s brand film arrives at a crucial time. This research by the LEGO Group, covering 30,000 parents and 15,000 children aged 5-12 globally, found that while parents increasingly recognize the importance of play for children’s mental health and well-being^[4], work, electronic devices, and household chores are constantly squeezing playtime^[5]. Additionally, one in five parents cited financial pressure (17%) or a lack of safe places to play (23%) as barriers to family play. Furthermore, the time family members spend on electronic devices each week has surpassed the time they spend playing together, with modern life fragmenting people’s attention in multiple directions^[6].

The deficit in family play is worsening. 61% of parents say their children have less playtime now than they did as children, and about three-quarters (over 70%) of parents worry that the current lack of play will severely impact their children’s development and well-being. Children themselves also feel the impact of this play deficit. Over a quarter (28%) of children expressed dissatisfaction with their current amount of playtime, and 21% said they have no time to play at all.

When families do play together, they experience the superpowers of play — over 90% of parents say play strengthens family bonds (93%), helps children understand the world (92%), and builds crucial skills like resilience, creativity, and confidence (93%), supporting lifelong development.

Julia Goldin, Chief Product & Marketing Officer, LEGO Group, said: “We believe in the powerful force of play — it connects generations, sparks imagination, and reminds us of what truly matters. Through the ‘Never Stop Playing’ campaign, we want to invite more families to rediscover the magic of playing together and convey the message that a world of endless creative possibilities is just a LEGO brick click away.”

Helping Families Reclaim Everyday Play
Dr. Paul Ramchandani, Professor of Play at the University of Cambridge and Child Mental Health Expert, said: “Play is not just entertainment for children; it is crucial for their development. Young children understand the world, build confidence and creativity, and learn how to connect with those around them through play. Play doesn’t have to be complicated or time-consuming. Even short moments of play during the day can have a lasting impact on a child’s well-being.”

To help parents play with their children even on busy days, Dr. Paul shares his play tips:

• Think in Minutes — Play doesn’t need to be scheduled. Wiggling while brushing teeth, using silly voices for bedtime stories, or playing a quick game at the bus stop — these moments take seconds but add up to a huge impact.
• Let Go of “Playing Right” — There’s no script for play, and that’s the point. A spontaneous, relaxed, and joyful approach to play helps children gain more, and most importantly, everyone enjoys the fun. If play makes you laugh (or even smile), you’re doing it right.
• Take Time to Follow Your Child’s Lead — Children are the true experts in play. When they take the lead, they build creativity, confidence, and communication skills, even if it means turning the sofa into a spaceship.
• Treat the World Around You as Your Playground — You don’t need new toys to add value to play. Hopscotch on the sidewalk, storytelling during a car ride — familiar environments can help children express themselves confidently.
• Turn the Ordinary into the Unexpected — Play can take many forms, and the most meaningful playtime often comes from the most ordinary moments. Seize any small opportunity to enjoy play in daily life.

At the Play@TED event in New York, 11-year-old speaker Mila Rosas said: “Play doesn’t have to be grand or perfect. In fact, the more creative, the better. Play needs to be shared with others. Because it’s not something we should leave behind when we grow up; we should grow with it. Play helps us stay curious, connected, and hold onto our humanity at every age.”

Building a World of Play, Inspiring More People to Never Stop Playing
For over 90 years, the LEGO Group has championed the importance of play. In 2024, the LEGO Group helped drive the United Nations to establish June 11 as the “International Day of Play” and continues to celebrate this moment through the group’s “World Play Day” campaign.

As part of the World Play Day activities, the LEGO Group’s “Never Stop Playing” campaign landed in Guangzhou, China. The event featured four themed play experience zones — “Sports Party,” “Racing Party,” “Hero Party,” and “Nature Party” — built around diverse interest areas. Through rich and varied creative spaces and interactive scenarios, the event awakened the latent play genes in children and adults with different interests, encouraging everyone to play to their heart’s content.

At the same time, the LEGO Group invited Chinese snowboarder Su Yiming to join the Playmaker ranks. Together with three content creators from different fields — Zhao Meng, Xia Bo’en, and Zhang Daqiang — they co-created four creative short films, showing audiences how creativity can turn the ordinary into fun and make imagination a reality.

The LEGO Group firmly believes in the power of play. On June 11, over 33,000 LEGO employees paused their work to immerse themselves in playtime, marking the 11th consecutive year the group has held an “Employee Play Day.” During the week of World Play Day, employees also widely participated in volunteer activities, bringing more opportunities for play to over 17,000 children in communities around the world.

In various cities across the country, the LEGO Group invited children from local communities to engage in play. In Shanghai, the LEGO Group will, for the fourth consecutive year, invite students from schools for children of migrant workers to participate in exclusive play activities, allowing children to experience a variety of fun play projects in a relaxed and joyful atmosphere. The LEGO Group’s Jiaxing factory transformed two landmarks in Wangdian Town, Jiaxing — the Meili Youwei Library and the granary complex — into a playground full of laughter, bringing joy to children through rich and engaging interactive sessions. An estimated 270 LEGO employee volunteers are expected to participate in the activities in Shanghai and Jiaxing, spreading the power of play.

In Guangzhou, the LEGO Group also collaborated with the Guangdong Qianhe Community Foundation and the Guangzhou Children’s Activity Center to carry out the “Build the Change” activity, encouraging children to use LEGO bricks to build fun cities and libraries, adding color to future cities with their imagination.

Meanwhile, the “World Play Day” building activities continued in communities covered by the “LEGO Box for Play Development Support Program,” now reaching 36 cities. Through over 40 charitable organizations, the program has accompanied more than 1,500 children in experiencing the positive impact of play.

All data is from the LEGO^® Play Report 2026: The research was conducted between December 2025 and 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.

The LEGO Group will hold activities in multiple locations worldwide to celebrate the power of play:

• In Australia, LEGO brick tour buses loaded with LEGO play sets will tour Sydney and Melbourne, inviting nearby families to never stop playing.
• In New Zealand, the LEGO Group is partnering with the local renowned Blues rugby team to host a large-scale treasure hunt in Auckland, searching for a unique ball built entirely from LEGO bricks.
• In the UK, play enthusiasts including Sam Thompson will take to the streets of major cities, inviting passersby to take a moment and build with LEGO bricks, allowing more people to experience the joy and benefits of play.
• In South Africa, play enthusiasts are launching a “Play Promise” initiative, encouraging local families to play to their heart’s content. Additionally, the LEGO Group will host a building experience event at Menlyn Park Shopping Centre on July 15.
• Select LEGO stores globally will offer the World Play Day Make and Take activity. The event will launch in Europe and the Middle East on June 6, and in North, Central, and South America on June 11. For full activity information, visit LEGO.com/Stores.
• 14 LEGO fan communities from Canada, the USA, France, and Germany will organize building activities for families and fans.
• LEGO^® Discovery Centers in 29 locations worldwide will offer month-long building activities for visitors, inviting them to enter a world of play and endless creative possibilities with the click of a brick.
• For the public unable to attend in person, please visit LEGO.com/World-Play-Day for a range of fun play activities, challenges, and inspiration. The social media accounts of the LEGO Group and LEGOLAND^® Resorts will also share diverse and engaging content leading up to World Play Day, inspiring more families to never stop playing.
• On June 11, in countries where the LEGO Group has factories, offices, and stores, over 33,000 employees will pause work to immerse themselves in playtime.
• Leading up to and on World Play Day, employees will also widely participate in volunteer activities, bringing more opportunities for play to over 17,000 children in communities around the world.

For more play inspiration, visit: LEGO.com/World-Play-Day