The LEGO Group Transforms Dubai into the Ultimate Playground
CONSUMER NEWS
In a remarkable collaboration aimed at reigniting the innate joy of play, The LEGO Group has announced a strategic partnership with both the Dubai Municipality and the Dubai Design District (d3). This partnership will culminate in the launch of the “Never Stop Playing” initiative—a transformative project designed to endow Dubai with a cascading array of interactive LEGO installations. As part of the broader global campaign, Rebuild the World, this initiative will run from September 12 to 30, 2025, set against the backdrop of eight iconic locations throughout the vibrant city.
The “Never Stop Playing” initiative seeks to create a dynamic playground where imagination knows no bounds. The installations will feature giant LEGO-themed structures, including oversized swings, seesaws, and cranes, all strategically placed to encourage residents and visitors alike to rediscover the magic inherent in play. The aim is to invite families, friends, and communities into a shared experience of fun and creativity—essential elements that serve as cornerstones for thriving societies.
Recent global research conducted by The LEGO Group has unveiled concerning statistics about contemporary childhood experiences. A substantial number of children report feeling pressured to grow up prematurely, with nearly half acknowledging they have abandoned certain games due to societal perceptions that label them as “childish.” This growing disconnect from play, according to experts, may hinder creativity and interpersonal relationships, essential traits that contribute to emotional well-being and community cohesion.
The city-wide LEGO constructions will not only highlight iconic landmarks but also serve as a catalyst designed to inspire individuals of all ages to pause their routines, unleash their imaginations, and embrace the exuberance of playfulness. Visitors will have the opportunity to take on gigantic LEGO swings at the iconic Dubai Frame, balance on oversized seesaws in the creative district of d3, or perhaps stumble upon unexpected LEGO characters while enjoying the city’s community parks.
Key sites throughout Dubai will host these elaborate installations, each tailored to enhance the beauty of its surroundings. Among the selected venues are:
- Dubai Design District (d3) – Featuring giant seesaws, hopscotch games, and a colossal LEGO claw crane that is sure to catch the eyes of passersby.
- Dubai Frame – Home to a majestic giant LEGO swing that invites thrill-seekers of all ages.
- Al Barsha Pond Park – Showcasing oversized LEGO creations, including a pigeon and turtle, fostering connection with nature through play.
- Blossoms Park, Nad Al Sheba – Highlighting oversized LEGO heart and hummingbird pieces, a nod to sustainability and wildlife.
- Al Khawaneej Pond Park – Featuring an enormous LEGO cactus that will delight visitors while providing shade.
- Jumeirah Beach 3 – Home to a playful LEGO skateboard, inviting beachgoers to indulge in creative activities.
- Jumeirah Beach 2 – Set to include a LEGO beach build and a lifeguard tower to inspire safe, imaginative beach play.
- Umm Suqeim Beach – Completing the adventure with a giant LEGO bucket and spade that captures the essence of beach fun.
Ula Bieganska, the Marketing Director at The LEGO Group, remarked on the significance of the campaign, stating, “This initiative was created to inspire Dubai’s community to embrace the joy and creativity of play in their everyday lives. In a city that thrives on imagination and innovation, we believe play has the unique power to connect families, spark curiosity, and bring fun to every generation. Whether you are 8 or 80, play is more than entertainment — it is a source of creativity, confidence, and inspiration. With Never Stop Playing, we are inviting everyone across Dubai to pause, play, and reimagine what’s possible.”
This initiative represents not just a celebration of play, but serves as a timely reminder of the importance of creativity in nurturing community spirit. The LEGO Group’s mission aligns with broader social goals, reinforcing that play is not merely an activity but a fundamental aspect of human connection and expression.
As Dubai prepares to host this exuberant experience, it stands as a testament to the city’s commitment to fostering creativity, collaboration, and connectivity among its residents, embodying the spirit of a rapidly evolving and dynamic urban landscape.
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