LEGO's Superpower Studios is Devoted to Hands-On Play
Laura McQuarrie — September 12, 2024 — Life-Stages
References: adweek
While most museums enforce a strict hands-off policy, urging visitors of all ages—especially kids—to admire exhibits from afar, LEGO is breaking the mold with its Superpower Studios providing experiences that invite young guests to touch, explore, and engage with their environment. As part of its reimagining of traditional art museums, Alero Akuya, VP of global brand development at the Lego Group, asked: "What would an art museum look like through the eyes of a child?"
At the immersive, family-friendly Superpower Studios (L'Atelier des Super-Pouvoirs) installation in Paris' La Gaîté Lyrique, hands-on interactions are encouraged. This space addresses company research that says 40% of families around the world lack access to adequate or safe spaces to play and 76% of parents believe children have less time to play.
At the immersive, family-friendly Superpower Studios (L'Atelier des Super-Pouvoirs) installation in Paris' La Gaîté Lyrique, hands-on interactions are encouraged. This space addresses company research that says 40% of families around the world lack access to adequate or safe spaces to play and 76% of parents believe children have less time to play.
Trend Themes
1. Interactive Learning - LEGO's Superpower Studios challenge the conventional museum experience by prioritizing tactile, hands-on engagement over passive observation.
2. Family-centric Entertainment - By designing spaces that are specifically welcoming to entire families, LEGO is redefining what it means to create an inclusive environment for interactive play.
3. Revolutionized Education - The introduction of play-focused exhibits that invite active participation is revolutionizing how educational content is delivered and absorbed by young audiences.
Industry Implications
1. Museums - Traditional museums are being disrupted by new models that prioritize interactivity and hands-on learning, appealing more to families with children.
2. Educational Toys - The educational toy industry is witnessing a shift as products increasingly integrate interactive, real-world experiences within play environments.
3. Family Entertainment Centers - Family entertainment centers are evolving to include more educational and interactive components that engage both parents and children in meaningful ways.
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