Fostering Family Connection Through Play: Lego's Innovative Initiative During Ramadan
In an age characterized by the frenetic pace of modern living, where work commitments and digital distractions commandeer our attention, many families find themselves grappling with the challenge of spending quality time together. The pressures of daily life can overshadow the simple joys of familial bonding, making it increasingly difficult to cultivate meaningful relationships.
However, the Holy Month of Ramadan presents a unique opportunity for families to gather and engage in enriching activities that draw them together. This sacred period encourages reflection, togetherness, and the strengthening of loved ones’ bonds. Recently, the Lego Group seized on this spirit of connection by launching a community initiative in the United Arab Emirates that brought together children and senior members of the Alzheimer’s community in a creative and uplifting Lego workshop.
The event, held at the Dusit Thani Hotel in Dubai, was executed in collaboration with 4-get-me-not, a local social enterprise dedicated to supporting individuals over the age of 60 who suffer from memory-related conditions. The guided workshop incorporated the innovative Six Bricks method, designed to stimulate creativity, learning, and intergenerational connections through play.
Kristian Imhof, the General Manager of Lego Middle East, eloquently encapsulated the essence of Ramadan, stating, “Togetherness is the most important aspect of Ramadan, and the Lego brick provides endless opportunities for families to connect and rediscover the magic of playtime. From the very beginning of our journey, our promise to children and adults alike has always been to deliver the joy of building and the pride of creation through Lego play, and we can’t wait to see the creativity unleashed this Ramadan by families.” His remarks highlight the company’s commitment to enhancing family dynamics through imaginative engagement.
The increasing demand for shared experiences is reflected in the Lego Play Well Study for 2024, which found that a striking 87% of parents and 88% of children expressed a desire for more opportunities to play together. While toys are often relegated to mere gifts during festive occasions, they possess the potential to redefine the quality of family interactions. Ramadan serves as a poignant reminder to embrace moments of stillness and cultivate deeper family bonds, effectively transforming indoor hours into delightful bursts of creativity and curiosity.
The innovative Six Bricks workshop aimed not only to entertain but also to forge connections across generations. Participants engaged in short, guided activities centered around six colorful Lego Duplo bricks designed to spark focus, collaboration, and problem-solving skills. Originally developed in South Africa, the Six Bricks methodology has evolved into a versatile educational tool, with over 500 activities derived from just six 2×4 bricks of the same color. This pioneering concept has been adopted globally across schools, homes, hospitals, and nursing facilities, showcasing its potential as an effective means of engagement for people of all ages.
The event, led by Saira Gulamani from doyourbit.xyz, effectively bridged generational divides, offering both young children and seniors enriched opportunities for creativity and social interaction. Participants were able to share stories, memories, and experiences while constructing unique Lego creations that embodied their collective imagination. Such initiatives not only alleviate the sense of isolation often felt by seniors but also nurture empathy, understanding, and meaningful dialogue, which are essential elements of well-being across all ages.
In summary, the Lego Group’s initiative during Ramadan serves as an exemplary model of how corporate social responsibility can align with cultural values to foster community and strengthen family ties. By championing play as a vehicle for interaction, they have laid the groundwork for a renewed appreciation of quality time spent together. In a world that often feels disconnected, such programs remind us of the foundational importance of family and community, encouraging each of us to nurture these essential bonds.
As families participate in activities like those organized by Lego, they discover that the joy of building together extends far beyond the colorful bricks; it cultivates a sense of belonging and shared purpose that is invaluable in today’s fast-paced society.
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