The interactive LEGO themed escape room experience offers visitors a unique way to unleash their superpower of play. A bunch of LEGO ‘influencers‘ were invited, ahead of the official opening to test it out, resulting in a good look at the event and what to expect.

Check out the images and official blurb below.

Official details:

CELEBS AND THEIR FAMILIES UNLOCK PLAYFUL SUPERPOWERS AT THE LAUNCH OF NEW IMMERSIVE PLAY EXPERIENCE, THE LEGO® SUPERPOWER ACADEMY

The immersive play experience opens today on World Play Day in London and runs until 18th October.

Local artist and limerick extraordinaire Angry Dan’s riddles will unite players as they bring their unique ‘superpowers’ together to solve challenges and unlock new rooms.

The LEGO® Superpower Academy forms part of the LEGO Group’s Play Is Your Superpower campaign which aims to inspire families to reprioritise play and experience the benefits it brings.

London, UK – 12th October 2023: Today, the LEGO® Superpower Academy opens its doors in Shoreditch, London, giving families the chance to come together to solve a range of fiendishly fun challenges while they discover the superpowers that play gives them.

The experience forms part of the LEGO Group’s second annual World Play Day celebrations – a day dedicated to celebrating the benefits that play brings and encouraging families to take a moment to play.

The LEGO Superpower Academy will be open from today until 18th October to help families rediscover the power of play as they unite superpowers to solve the experience’s unique missions. Each room hosts a different challenge that will test the creativity, problem-solving skills, communication, and resilience of players set by the Professor of Play.

Celebrities including Katie Piper, Giovanna Fletcher and Cara Delahoyde were the first to compete in the LEGO Superpower Academy yesterday. This included an immersive fun filled afternoon of play through teamwork and imagination. All those who completed the course and unleashed their superpowers graduated as qualified members of the LEGO Group’s Play Squad.

East London based artist, Angry Dan, has created a bespoke mural in Shoreditch which aims to inspire commuters to get involved in World Play Day. Guests and passers-by will be invited to design their own tiles and add it to the design, leaving their individual LEGO mark on the streets of Shoreditch.

The LEGO Superpower Academy comes as new research from the LEGO Group finds that over half of children in the UK are spending less than 2% of their week (seven hours) playing, despite UK parents saying play is fundamental to kid’s development and growth, boosting their creativity (59%), confidence (57%) and communication skills (54%).

Alero Akuya, VP of Global Brand Development at the LEGO Group said “Kids and families need play, it’s as simple as that. It helps children develop crucial superpowers, or ‘skills’ that benefit them both now and in the future. But it’s not only children that benefit from play – it makes the whole family happier, builds stronger family bonds and improves wellbeing”.

Families who are unable to visit the experience in person can take part in an online mission inspired by the LEGO Superpower Academy and claim their Play Hero Badge at LEGO.com/kids.

Please find more information on the event below

• Timings: 12th – 18th October 9am – 6:75pm
• Address: The LEGO® Superpower Academy, White Rabbit, Shoreditch, London, EC2A 3HJ
• Price: FREE – but tickets must be booked in advance here

The LEGO Superpower Academy has also connected with local primary schools and community in East London bringing exclusive sessions and experiences to them on October 13th.

Other initiatives from the LEGO Group to help families in the UK celebrate World Play Day in the UK:

• Selected LEGO Stores across the UK and Europe will be handing out free play mission packs on the day. Visit LEGO.com/stores for more details
• A range of playful and creative celebrities will take over the LEGO Group’s social channels for ‘24 hours of fun’ – sharing inspiration for how they are weaving play into the day
• LEGO Education will be helping teachers bring more play to the classroom with brand new activities designed to help students learn through play
• Families can take part in a range of quick and easy interactive games and experiences on LEGO.com
• The LEGO Life app will also offer kids a huge range of engaging Play Missions and challenges

Show us how you play on the day using the hashtag #TodayWePlay or visit LEGO.com/World-Play-Day to join in the fun.

Grab some LEGO bricks, get creative and celebrate the power of play as World Play Day is here. This years theme is the Superpower of play, with World Play Day events taking place around the globe including The Superpower Academy opening in London, Sydney and New York.

So, grab your bricks, get comfy and start building with family & friends. 

Official details:

Today We Play – The LEGO Group Encourages Kids and Adults to Prioritise Play on World Play Day 2023

The brand shares its biggest invitation to play yet, after new research finds that children spend just 2% of their week playing.

Billund, October 6th, 2023: On Thursday, 12th October, the LEGO Group will be hosting its second annual World Play Day – a day dedicated to celebrating the benefits and joy that play brings, and encouraging families around the world to take a moment to play.

With new research from the LEGO Group finding that children are spending just 2% of their week (equivalent to 7 hours) playing, the brand is sharing its biggest invitation to play yet. World Play Day 2023 will feature 24 hours of play-packed global events, collaborations, and surprises to help people around the world make their day a bit more playful whatever their age, location, or interests.

The Superpower of Play

Play is fundamental to every child, helping them develop crucial ‘superpowers’, or skills, that benefit them both now and in the future.

It’s not only children that benefit from playtime. Play makes the whole family happier, builds stronger family bonds and improves wellbeing, but in today’s busy world, it’s under threat. Family schedules are packed with everyday responsibilities with working long hours and chores proving the biggest barriers to family play according to parents1. As a result, a third of children globally (32%) are playing for less than 3 hours a week.

This current play deficit is a cause for concern for experts given the crucial role of play in shaping a child’s cognitive abilities, overall wellbeing and most importantly, in them having fun.

Dr Sara Baker, Professor of Developmental Psychology and Education at the University of Cambridge at the University of Cambridge says, “Play can supercharge a child’s future. Through play, children develop essential skills such as communication, confidence, teamwork and creativity that enhance every other area of their development, learning and growth. And play doesn’t need to take up too much time, it can be as simple as singing a song on the way to school or making up a new ending to your favourite bedtime story together.”

Join the Fun

To help those of all ages unleash their superpower of play, the LEGO Group has the perfect playful activity for any family schedule. From interactive events to games that take just minutes, the day’s play-packed roster is full of inspiration to help families and communities find a quick and simple moment of playful joy.

On the 12th of October, the playful celebrations will welcome families to a series of awesome events in all corners of the world:

• The LEGO Superpower Academy will open in London’s Shoreditch bringing families and their playful superpowers together to solve a range of fiendishly fun challenges. The free event runs from 12th – 18th October with tickets available here.
• New York will kick off World Play Day in Times Square by ringing the ‘recess’ bell, giving adults an opportunity to prioritize play during their weekday routine. Play spaces will pop up to interrupt a regular work day with a city-wide call to action, led by an on the ground play squad offering opportunities to build and play.
• In Sydney, Pitt Street Mall will be transformed into ‘Play Street Mall’ with a giant playground helping those of all ages enjoy a moment of play from 12 October to 14 October.
• In Germany, families in Essen will be able to put their superpowers to the test at the LEGO PlayZone at Zeche Zollverein (Grand Hall) which will feature five exciting opportunities to supercharge family play. Families can visit for free from 7th – 12th October.
• Famous LEGO builders will be hosting a build along event at Lotte Mall Suji in South Korea, inviting families to rediscover the power of play as they create together.
• In Malaysia, children will be invited to redesign traditional offices spaces to make them more playful, with co-working spaces in in Kuala Lumpur & Selangor getting a makeover to encourage more people to take a play break in their day.
• Families in Taipei will find play popping up at the Taipei Performing Arts Center as the arena is turned into a playground to inspire families to come together to play on the day.

And families that can’t make one it in person, there’s still plenty of play to be found:

• A range of playful creative and celebrities will take over the LEGO Group’s social channels for ’24 hours of fun’ – sharing inspiration for how they are weaving play into the day.
• Selected LEGO Stores in Austria, Belgium, Czech Republic, Denmark, France, Germany, Ireland, Netherlands, Poland, Spain, Sweden, Switzerland, UK, North America and our flagship stores in China will be handing out free play mission packs on the day. Visit LEGO.com/stores for more details.
• LEGO® Education will be helping teachers bring more play to the classroom with brand new activities designed to help students learn through play. Visit www.education.lego.com for activities and more.
• On LEGO.com families can take part in a range of quick and easy interactive games and experiences or visit LEGO.com/kids to take part in the virtual LEGO Superpower Academy experience and claim their Play Hero Badge.
• The LEGO® Life app will offer playful kids a huge range of Play Missions and challenges.
• And at LEGO House, the “Home of the Brick” in Billund, play is at the heart of the experience all year round. The house is designed to help families learn playfully and with 25 million of LEGO bricks, there’s endless possibilities for LEGO fans of all ages.

And to help families share a few more playful moments of joy every day, Dr Sara shares her top five tips for including more play in the day:

• Make it simple – we all lead hectic lives, and we don’t want to add anything extra to our to do list. Play can be found in the simplest of activities, whether it’s a little dance while brushing teeth or using a bus ride to spot as many things beginning with a letter as you can.
• Don’t overthink it – play is fun, but we know parents often worry about how they should be playing with their child. There is no right or wrong way – anything that is enjoyable will be benefiting the whole family.
• Find a good play mix – try a range of playful activities to keep children entertained and help them develop a wide set of skills – from puzzles to singing or being active outside – everything helps!
• Let your child take the lead – kids have the most amazing imaginations, so if you are lacking for play ideas, turn to them and let their creativity run wild. They’ll be sure to have a good adventure up their sleeve.
• Use what you have around you – walking back from school? How about a game of hopscotch on the pavement, or in the car for a long journey? Make a game of I Spy with your friend.

Show us how you play on the day using the hashtag #TodayWePlay or visit LEGO.com/World-Play-Day to join in the fun.

This special day will be celebrated around the globe with a ton of  events including LEGO store activities. The events will be held in London, New York, Sydney, Essen, South Korea, Malaysia and Taipei, with all LEGO brand stores giving away free LEGO Play Mission brick bags.

LEGO Education will be hosting unique classroom activities. For those that can’t make it to a store there are plenty of activities to join in with at home via the LEGO Life app and LEGO.com.

LEGO World Play Day tales place 12th October 12th, learn more about local events below.

Today We Play – The LEGO Group Encourages Kids and Adults to Prioritise Play on World Play Day 2023

The brand shares its biggest invitation to play yet, after new research finds that children spend just 2% of their week playing.

Billund, October 6th, 2023: On Thursday, 12th October, the LEGO Group will be hosting its second annual World Play Day – a day dedicated to celebrating the benefits and joy that play brings, and encouraging families around the world to take a moment to play.

With new research from the LEGO Group finding that children are spending just 2% of their week (equivalent to 7 hours) playing, the brand is sharing its biggest invitation to play yet. World Play Day 2023 will feature 24 hours of play-packed global events, collaborations, and surprises to help people around the world make their day a bit more playful whatever their age, location, or interests.

The Superpower of Play

Play is fundamental to every child, helping them develop crucial ‘superpowers’, or skills, that benefit them both now and in the future.

It’s not only children that benefit from playtime. Play makes the whole family happier, builds stronger family bonds and improves wellbeing, but in today’s busy world, it’s under threat. Family schedules are packed with everyday responsibilities with working long hours and chores proving the biggest barriers to family play according to parents1. As a result, a third of children globally (32%) are playing for less than 3 hours a week.

This current play deficit is a cause for concern for experts given the crucial role of play in shaping a child’s cognitive abilities, overall wellbeing and most importantly, in them having fun.

Dr Sara Baker, Professor of Developmental Psychology and Education at the University of Cambridge at the University of Cambridge says, “Play can supercharge a child’s future. Through play, children develop essential skills such as communication, confidence, teamwork and creativity that enhance every other area of their development, learning and growth. And play doesn’t need to take up too much time, it can be as simple as singing a song on the way to school or making up a new ending to your favourite bedtime story together.”

Join the Fun

To help those of all ages unleash their superpower of play, the LEGO Group has the perfect playful activity for any family schedule. From interactive events to games that take just minutes, the day’s play-packed roster is full of inspiration to help families and communities find a quick and simple moment of playful joy.

On the 12th of October, the playful celebrations will welcome families to a series of awesome events in all corners of the world:

• The LEGO Superpower Academy will open in London’s Shoreditch bringing families and their playful superpowers together to solve a range of fiendishly fun challenges. The free event runs from 12th – 18th October with tickets available here.
• New York will kick off World Play Day in Times Square by ringing the ‘recess’ bell, giving adults an opportunity to prioritize play during their weekday routine. Play spaces will pop up to interrupt a regular work day with a city-wide call to action, led by an on the ground play squad offering opportunities to build and play.
• In Sydney, Pitt Street Mall will be transformed into ‘Play Street Mall’ with a giant playground helping those of all ages enjoy a moment of play from 12 October to 14 October.
• In Germany, families in Essen will be able to put their superpowers to the test at the LEGO PlayZone at Zeche Zollverein (Grand Hall) which will feature five exciting opportunities to supercharge family play. Families can visit for free from 7th – 12th October.
• Famous LEGO builders will be hosting a build along event at Lotte Mall Suji in South Korea, inviting families to rediscover the power of play as they create together.
• In Malaysia, children will be invited to redesign traditional offices spaces to make them more playful, with co-working spaces in in Kuala Lumpur & Selangor getting a makeover to encourage more people to take a play break in their day.
• Families in Taipei will find play popping up at the Taipei Performing Arts Center as the arena is turned into a playground to inspire families to come together to play on the day.

And families that can’t make one it in person, there’s still plenty of play to be found:

• A range of playful creative and celebrities will take over the LEGO Group’s social channels for ’24 hours of fun’ – sharing inspiration for how they are weaving play into the day.
• Selected LEGO Stores in Austria, Belgium, Czech Republic, Denmark, France, Germany, Ireland, Netherlands, Poland, Spain, Sweden, Switzerland, UK, North America and our flagship stores in China will be handing out free play mission packs on the day. Visit LEGO.com/stores for more details.
• LEGO® Education will be helping teachers bring more play to the classroom with brand new activities designed to help students learn through play. Visit www.education.lego.com for activities and more.
• On LEGO.com families can take part in a range of quick and easy interactive games and experiences or visit LEGO.com/kids to take part in the virtual LEGO Superpower Academy experience and claim their Play Hero Badge.
• The LEGO® Life app will offer playful kids a huge range of Play Missions and challenges.
• And at LEGO House, the “Home of the Brick” in Billund, play is at the heart of the experience all year round. The house is designed to help families learn playfully and with 25 million of LEGO bricks, there’s endless possibilities for LEGO fans of all ages.

And to help families share a few more playful moments of joy every day, Dr Sara shares her top five tips for including more play in the day:

• Make it simple – we all lead hectic lives, and we don’t want to add anything extra to our to do list. Play can be found in the simplest of activities, whether it’s a little dance while brushing teeth or using a bus ride to spot as many things beginning with a letter as you can.
• Don’t overthink it – play is fun, but we know parents often worry about how they should be playing with their child. There is no right or wrong way – anything that is enjoyable will be benefiting the whole family.
• Find a good play mix – try a range of playful activities to keep children entertained and help them develop a wide set of skills – from puzzles to singing or being active outside – everything helps!
• Let your child take the lead – kids have the most amazing imaginations, so if you are lacking for play ideas, turn to them and let their creativity run wild. They’ll be sure to have a good adventure up their sleeve.
• Use what you have around you – walking back from school? How about a game of hopscotch on the pavement, or in the car for a long journey? Make a game of I Spy with your friend.

Show us how you play on the day using the hashtag #TodayWePlay or visit LEGO.com/World-Play-Day to join in the fun.