In a world where play is increasingly undervalued, the LEGO Group today unveils Superpower Studios at La Gaîté Lyrique in Paris -a groundbreaking art gallery experience that puts children in charge of transforming the space into a hands-on celebration of creativity and connection.
Inspired by new research revealing the profound benefits of play for families, this immersive installation ignites the brand’s Play is Your Superpower campaign, urging everyone to rediscover the transformative power of play.
The family-friendly experience comes as new global findings by the LEGO Group reveal that families who play together the most are the happiest* while a resounding 90% of children agree that play is the best way for them to learn, develop and express their true selves. The research spanning 36 locations with over 61,500 parents and children ages 5-12 also uncovered that 83% of parents see play as a platform for celebrating differences in a fun and positive way and as key to fostering a more inclusive worldview (85%). When play takes center stage, it has the superpower to bring people together – uniting people across culture, race, age, gender, ability and interests.
Yet, there is a worrying trend with 76% of parents affirming that today’s children have fewer opportunities to play than previous generations. The research also underscores the pervasive impact of digital devices, parental workload and restricted access to appropriate spaces to play, with all points increasingly encroaching upon family playtime. Parents confess to spending nearly twice as much time on their phones and laptops as they do playing as a family, while 66% say heavy workload gets in the way of playtime and two-in-five families lack access to adequate play environments or safe spaces for playful activities, resulting in one in five parents admitting they never engage in playtime together.
The good news: Nearly nine in ten children and parents crave more playtime together, Play is Your Superpower, is every family’s invitation to lean in and help put play back on the agenda!
Together with an international squad of Play Ambassadors, led by Creative Advisor Sarah Andelman, the LEGO Group is reinstating play’s position in the world fronted by Superpower Studios, empowering kids and families to embrace their superpower of play and rebuild the world through play!
Superpower Studios: Inspired by Architects of Play
Reimagining a space traditionally seen as more adult-centric, Superpower Studios immersive art gallery emerges as a vibrant celebration of play and connection in the heart of Paris. Led by global Play Ambassadors, handpicked for their unique creativity and dedication to driving positive change in their communities, their distinctive styles are united through play.
The fun-fueled installation is spearheaded by Creative Advisor Sarah Andelman, founder of pioneering Parisian concept store Colette. Andelman’s flair for spatial storytelling means each detail has been crafted to spark creativity and inclusivity from the moment families step inside and encourage excitement at every turn. Inspired by children as the architects of play, acclaimed French artist Aurélia Durand, whose vibrant illustrations celebrate the power of play to spark joy and connection, Chinese artist Chen Fenwan famous for taking the ancient Chinese art of paper cutting in new and more contemporary directions and Ekow Nimako the Ghanaian-Canadian artist who uses black LEGO bricks to build jaw-dropping sculptures, are behind bringing Superpower Studios to life.
A magical adventure unfolds in Chen Fenwan’s Forest of Wishes. Wandering through an ethereal forest, you’re not just a visitor – you’re a builder of dreams. Inviting you to express your gratitude to nature and use your superpower of play to build a LEGO seed to add to the forest. Make a wish and add your creation to the space and help grow this forest with good wishes.
Step into Aurélia Durand’s Remix Room, where an interactive digital experience invites you to unleash your artistic superpower. Use your creativity to blend, paint, mix, and remix Aurélia’s artwork, to bring your own unique creations to life!
Ekow Nimako invites visitors to the mythological world of Ghanaian goddess and protector of the earth -Asaase Efua – where adventure and animals await. Navigate The Mythical Maze collecting inspiration along the way. At its heart, unleash your imagination to craft a guardian creature, to join Asaase in her quest to guard the world.
Superpower Studios is designed to fuel children’s creativity, empowering them to shape and transform every artwork through play. Each artist’s room tells a story of how play inspires a more joyful, inclusive, and collaborative world. The LEGO Group is encouraging families to use their superpowers of play to turn an ordinary art-gallery visit into an extraordinary celebration of playing together!
When we see the world through the untethered and imaginative perspective of kids, it transforms into a place brimming with creativity, joy and connection. Creativity flourishes when we embrace playfulness as our muse – it’s the spark that ignites innovation, turns the ordinary into the extraordinary and brings diverse and unique communities and visions together. That’s what Superpower Studios is all about.
Sarah Andelman
Play is more than just fun; it’s the key to unlocking essential creative life skills and fostering a more inclusive, joyful world,
says Alero Akuya, VP of Global Brand Development at the LEGO Group.
Superpower Studios is our way of inviting families to make play a priority, showing them just how natural and transformative it can be.
Leaving behind a long-lasting play legacy in Paris, the LEGO Group has partnered with La Villette to support over 87,000 underprivileged children in Paris between September 2024 – September 2026.
Research commissioned by the LEGO Group and conducted by We Are Futures shows how north-eastern parts of the city are considered the most play deprived, with main barriers to quality playtime being identified as lack of safe and affordable spaces to play.
The partnership will address these concerns by offering play sessions and free-of-charge workshops for underprivileged families with children. All activities will include play facilitators who support and provide parents with inspiration for fun, meaningful playtime with their children. Additional events will be arranged during school holiday periods when the lack of spaces for affordable play is even more pressing.
MORE: LEGO.com/Play-Is-Your-Superpower
