From 1 June to 15 July, the Philippines is becoming one giant playground as The LEGO Group launches a nationwide campaign to champion purposeful play — highlighting how creativity, resilience, and problem-solving skills are built one brick at a time.

The campaign builds up to a major event: LEGO® Playground, taking over SM Mall of Asia’s Main Atrium from 6 to 13 July, where kids and parents can immerse themselves in a full-sensory LEGO experience.

More than just an exhibit of colorful brick builds, the LEGO Playground features creative building zones, interactive installations, and modern twists on Filipino street games like sipa, piko, holen, and dampa.

Designed to shift the view of play from leisure to life-building, the event responds to insights from the LEGO Play Well Report 2024, which showed that while 91 percent of parents see play as essential to child development, many feel their kids don’t get enough of it.

“We hear it from parents all the time: how do we prepare our kids for a future we don’t even understand yet? Our answer is simple: let them play,” said Justin Bautista, Sales and Marketing Manager at Ban Kee Trading, Inc., LEGO’s Philippine distributor.

Running alongside the event, LEGO is also offering up to 30 percent off on select sets and exclusive freebies nationwide for purchases worth at least P2,500.

Admission to the LEGO Playground is free. For more information, visit www.lego.com or follow official LEGO stores at bankeebricks.ph, Lazada, and Shopee.