LEGO's Superpower Academy Connects Families with the Power of Play
Laura McQuarrie — October 13, 2023 — Life-Stages
References: campaignlive
The LEGO Superpower Academy has officially opened its doors in London, offering an immersive play experience that aims to reconnect families with the power of play, and help them rediscover their unique skills and superpowers. Within the experience, there are different rooms that offer up various challenges that test visitors' creativity, communication, resilience and ability to solve problems.
“Kids and families need play, it’s as simple as that," Alero Akuya, VP of Global Brand Development at the LEGO Group said, "It helps children develop crucial superpowers or skills that benefit them both now and in the future."
To kick-start the experience, celebrities like Katie Piper, Giovanna Fletcher and Cara Delahoyde were among the first to compete in the LEGO Superpower Academy, and those who proved their superpowers became members of LEGO's Group’s Play Squad.
“Kids and families need play, it’s as simple as that," Alero Akuya, VP of Global Brand Development at the LEGO Group said, "It helps children develop crucial superpowers or skills that benefit them both now and in the future."
To kick-start the experience, celebrities like Katie Piper, Giovanna Fletcher and Cara Delahoyde were among the first to compete in the LEGO Superpower Academy, and those who proved their superpowers became members of LEGO's Group’s Play Squad.
Trend Themes
1. Immersive Play Experiences - The rise of immersive play experiences offers businesses the opportunity to create engaging and interactive environments for families to reconnect and discover their unique skills and superpowers.
2. Connecting Families Through Play - Innovative play experiences like the LEGO Superpower Academy provide a platform for families to bond and rediscover the power of play, fostering creativity and problem-solving skills.
3. Reimagining Play for Future Generations - The LEGO Superpower Academy demonstrates the potential for businesses to reimagine traditional play by integrating technology and interactive challenges, catering to the evolving needs and interests of younger generations.
Industry Implications
1. Family Entertainment - The immersive play experience trend opens up opportunities for the family entertainment industry to create unique and engaging spaces that encourage family bonding and skill development.
2. Education and Edutainment - Interactive play experiences like the LEGO Superpower Academy bridge the gap between entertainment and education, offering an innovative approach to learning that captivates children and promotes creativity.
3. Retail and Experiential Marketing - The integration of interactive play experiences within retail spaces presents a disruptive innovation opportunity for retailers to attract and engage customers by creating memorable and interactive experiences.
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