# Children-Focused Awareness Commercials LEGO Debuted the 'Build a World of Play' Campaign By Bryce Mason | Published 2022-05-12 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/lego2 References: [thedrum](https://www.thedrum.com/news/2022/05/10/ad-the-day-lego-leaves-6-kids-room-with-one-roll-paper)  LEGO has recently conducted an experiment that included leaving six unsupervised children in a room. The experiment is part of [Legos](https://www.trendhunter.com/trends/pingu-set) '[Build a World of Play Campaign](https://www.trendhunter.com/trends/playtime-campaign).' The purpose was to see what would happen if you left kids in a dull room with only a roll of paper. Studies show children wish they had 84% more playtime. The commercial raises awareness of the importance of free play for kids, highlighting that a roll of toilet paper to be used for fun activities with their creativity and energy levels. According to LEGO, children's free playtime is declining drastically. "While we want to stress the urgency of a lack of playtime for children, our aim is also to highlight how easily this can be resolved. Learning and play can happen everywhere,” said Anne-Birgitte Albrectsen, chief executive officer at The [LEGO Foundation](https://www.trendhunter.com/trends/day-of-play). Image Credit: LEGO ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 9% | Activity: 35% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Youth](https://www.trendhunter.com/youth) ## Key Themes ### What Makes This Trend Stand Out - **Increased Playtime Awareness:** Businesses can create campaigns and products targeted at increasing playtime for children to improve their creativity and energy levels. - **Importance of Free Play:** Companies can focus on creating products and services that encourage free play for children, as it is important for their mental and physical development. - **Marketing to Children:** Brands can create advertising campaigns that target children and promote the benefits of playtime to appeal to parents seeking educational and development-oriented products. ### Sectors Adopting This - **Toy Industry:** The toy industry can create toys that emphasize free play and creativity in order to address the lack of playtime for children and promote their mental and physical development. - **Education Industry:** The education industry can incorporate more free play into their curriculums and create educational programs that emphasize creativity and play to improve children's learning outcomes. - **Marketing Industry:** The marketing industry can create advertising campaigns that promote the benefits of free play for children, especially in the current age of technology and reduced playtime for kids. ## Related on Trend Hunter - [Brand-Led Global Studies](https://www.trendhunter.com/trends/global-study.md) - [Playful Expression Campaigns](https://www.trendhunter.com/trends/build-big-feelings.md) - [Reimagined Building-Block Campaigns](https://www.trendhunter.com/trends/she-built-that.md) - [Gendered Building Campaigns](https://www.trendhunter.com/trends/she-built-that-1.md) - [Dream-Centric Toy Guides](https://www.trendhunter.com/trends/dream-crafting.md) - [Playtime-Encouraging Toy Capsules](https://www.trendhunter.com/trends/art-of-play.md) - [Branded Creativity-Focused Workshops](https://www.trendhunter.com/trends/creativity-workshop-series.md) - [Interactive Play Experiences](https://www.trendhunter.com/trends/superpower-academy.md) - [Dream-Inspired Building Toys](https://www.trendhunter.com/trends/lego-dreamzzz.md)