LEGO

LEGO Play Day 2026

A World Play Day activation with interactive play zones, build challenges & a central LEGO Fun Meter.

Client: LEGO
Type of work: B2C, Brand Activation, Experience Design, Toys
Delivered by: Jawbone: strategy, production, logistics, operations and experiential under one roof.

The story

The Challenge

LEGO® tasked us with creating the physical centrepiece of its World Play Day campaign. The activation needed to encourage children and families to spend less time watching and more time playing, while creating a highly visible experience that could attract shoppers, encourage participation, and connect directly with the LEGO® Certified Store.

The solution

We conceptualised, designed, and built a 9m x 9m immersive play environment around the campaign message, "Never Stop Playing." The experience featured multiple interactive play zones, build challenges, racing activities, reflex games, free-build areas, LEGO® mascots, and a central LEGO® Fun Meter that tracked participation throughout the day.

The activation was designed to turn spectators into participants, with guests encouraged to build, play, and contribute to the collective experience before earning a Play Squad badge and activating the LEGO® Fun Meter through the iconic Big Red Button moment.

Connected directly to a LEGO® Certified Store pop-up, the experience created a journey between play and retail while reinforcing LEGO®'s belief that play belongs at the centre of everyday life.