LEGO Group launches “Never Stop Playing” campaign to encourage family playtime
The LEGO Group has launched its global “Never Stop Playing” campaign ahead of World Play Day on 11 June, highlighting the importance of play in children’s development and family wellbeing. Actor Jason Momoa has joined the initiative as LEGO’s new “Playmaker,” encouraging families to make shared play a more regular part of everyday life.
The importance of shared play
According to the LEGO Play Well Report 2026, nearly half of families worldwide spend less than five hours per week playing together, while more than 60 million families report not engaging in shared play at all. Many parents are concerned that a lack of play could negatively affect children’s development and wellbeing. The study also found that a significant number of children are dissatisfied with the amount of time they spend playing.
The report presents a somewhat more positive picture in Germany, where fewer parents believe their children play less than previous generations. Nevertheless, demand for more family playtime continues to grow, and most parents view play as important for happiness, family relationships, creativity, resilience, and self-confidence.
Positive impact
LEGO emphasizes that even around five hours of shared play per week can have a meaningful positive impact on family wellbeing. As part of World Play Day, the company will also support local activities, including an event in Munich where children from social organizations will take part in play-focused activities with the support of LEGO employees volunteering their time.
The findings are based on the LEGO Play Well Study 2026, which surveyed 45,000 participants across 30 markets, including parents and children.