The LEGO Group Discovers the Importance of "5 Hours of Play a Week" for Increasing Family Happiness, Releases Survey Results Ahead of International Day of Play (June 11), and Launches "Never Stop Playing" Campaign to Promote the Importance of Play

LEGO Japan K.K. (Location: Minato-ku, Tokyo) announces the results of a survey on "play" conducted by the LEGO Group ahead of the United Nations' designated "International Day of Play" (June 11). The survey targeted a total of 45,000 individuals: 30,000 parents of children aged 1-12 and 15,000 children aged 5-12, across 30 countries including Japan, Australia, Brazil, Denmark, France, Indonesia, Italy, Malaysia, Singapore, Spain, the USA, the UK, China, and South Korea. In response to these findings, the LEGO Group is launching a global campaign, "Never Stop Playing," featuring world-renowned actor Jason Momoa as the new "Playmaker" to promote the importance of play. A campaign video starring Jason Momoa will be released today, Tuesday, June 2, with various other content to follow. ■ Families Recognize the Importance of Play, but Modern Life is a Barrier While most parents understand the importance of play, the pressures of modern society—such as work, chores, and the prevalence of digital devices—are encroaching on playtime. The survey revealed a disconnect where both parents and children wish to play more. Notably, it was found that parents and children in Japan are in an environment where it is difficult to feel the "effects of play" or "confidence in creativity" due to daily busyness and pressure. This indicates that Japanese families have significant potential to greatly increase their happiness and confidence through play. 【Summary】 - While 89% of parents wish to "play more together as a family," 1 in 10 families (9%) reported that they "do not play together at all." - 28% of children feel "not satisfied with the amount they play," and 21% of children reported "not playing at all." - The percentage of Japanese children who answered they are "not satisfied with the amount they play" was more than 10 points higher than the global average (28%), showing a strong desire for play. ■ The Dramatic Effect of 5 Hours of Play a Week on Family Well-being Time spent playing together as a family is not just leisure; it is a crucial key that influences the happiness of the entire family. The survey revealed that five or more hours of play per week are directly linked to mental and physical health and positive emotions. 【Summary】 - 44% of families reported not meeting the "5 hours of play per week" standard required to improve family happiness, indicating that modern life is pushing play out. - 45% of parents feel that "family happiness is high when playing together for 5 or more hours a week," and 42% reported "high well-being" (a significantly higher trend compared to families playing less than 2 hours). - The percentage of Japanese parents who feel that "family happiness improves with 5 or more hours of play per week (global 45%)" was more than 10 points below the global average. - 85% of children answered that they "feel sad if they can't play enough," showing that the amount of play is directly linked to children's mental health. ■ Children Fear Failure: The Silent Crisis of "Perfectionism" Stifling Creativity Although children are naturally full of creativity, the pressure for "perfection" demanded by modern society suppresses their self-expression and willingness to take on challenges. The trend of "if I can't do it well, I won't do it at all" has become a barrier to nurturing children's creativity. 【Summary】 - 87% of children reported feeling strong pressure to "make their creations perfect before showing them to others." - 84% of parents expressed strong concern that "children are increasingly unwilling to share their creations unless they are perfect." - 35% of parents reported that "their child does not participate in creative activities at all," possibly due to a fear of failure. - The percentage of Japanese children who answered they "feel proud after creating something (global 93%)" and "gain confidence through creating (global 91%)" was more than 10 points below the global average. ■ About the "Never Stop Playing" Campaign The LEGO Group has been advocating for the importance of play for over 90 years. As part of its support for the UN's adoption of the "International Day of Play" in 2024, the LEGO Group will have all of its more than 33,000 employees worldwide stop work on June 11 to make time for their own play. It will also conduct large-scale volunteer activities to bring play to over 17,000 children globally. In line with the campaign, inspiration and tips to make daily life more playful will be available on the special website below. Special Website URL: https://www.lego.com/ja-jp/world-play-day?cmp=SHOP "We believe in the power of play. It connects generations, sparks imagination, and reminds us of what truly matters. Our 'Never Stop Playing' campaign is a call for families to rediscover the joy of playing together. We will show that building with just a few LEGO® bricks can open up a world of infinite creativity and possibility." ■ Global Actor Jason Momoa Appointed as "Playmaker" To inspire families worldwide to play, the LEGO Group has appointed actor Jason Momoa as its Playmaker. He stars in a unique campaign video where he takes on the role of a consultant for the LEGO Group, tackling the mission of how to make everyday life more playful. The video playfully communicates the five powers and the importance of play. Campaign Video URL: https://youtu.be/HzSaoJ4kPd0 "Play has always been a huge part of my life. My mom encouraged me to broaden my world through imagination, to build things with my hands, to assemble cool LEGO® creations, to make music creatively, and to be curious about the outside world by climbing and exploring. That's what shaped me. Whether I'm spending time with my kids, making a movie, or jamming with my band, these simple moments of play make me creative and deepen my connection with the people I love. Just a few minutes of play can completely change your day. I think it's important to encourage today's kids and families to actively find opportunities to play, to create moments that foster imagination, creativity, and connection." ■ Dr. Paul Ramchandani's Tips for Bringing Play Back into Daily Life Dr. Paul Ramchandani, an expert in child well-being and a professor at the University of Cambridge, offers practical "play tips" that can be implemented even in busy daily lives, based on the survey results. - Think in "minutes": Accumulating seconds and minutes, like during teeth brushing or story time, can create a big impact. - Let go of the need to do it "right": There's no manual for play. Children learn more when it's free, spontaneous, and fun, rather than following set procedures. The most important thing is to have fun together. - Let the child lead: Allowing children to take the lead naturally develops their creativity, confidence, and communication skills. - Turn the world around you into a playground: You don't need new toys. Familiar environments can help children express themselves confidently. - Turn the everyday into the "unexpected": The most powerful play opportunities arise not from special events, but from ordinary, everyday moments. "Play is not just for children's enjoyment; it is essential for their development and growth. Through play, young children understand the world, build confidence and creativity, and learn how to connect with those around them. Play doesn't have to be complex or time-consuming. Even short bursts of play during the day can have a positive impact on a child's well-being." ■ Survey Overview Sample Size: Total 45,000 (30,000 parents, 15,000 children) Countries Surveyed: 30 countries (including Australia, Brazil, Denmark, France, Indonesia, Italy, Malaysia, Singapore, Spain, USA, UK, China, South Korea, Japan, etc.) Target Audience: Parents of children aged 1-12, children aged 5-12 *In Japan, the survey targeted 1,500 individuals (1,000 parents / 500 children) Survey Period: December 2025 - January 2026 Methodology: Online research ■ About the LEGO Group Our mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation of LEGO® bricks, allows children and fans to build and rebuild anything they can imagine. The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean "Play Well." Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 120 countries worldwide.