When the world went into lockdown, millions of kids around the world were made to stay indoors with parents who now have their hands full. According to UNESCO, more than 1.5 billion school-aged children are currently out of school, a number that is only likely to increase in the coming weeks. That’s a lot of bored kids and agitated parents.

So here comes LEGO with a novel campaign it calls #LetsBuiltTogether.

Being cynical, this campaign does seem dubious. On the surface it may look like a marketing ploy to buy more LEGO and let face it, not every kid is privileged enough to have a LEGO set. I thought it was just that. But, if you look closer, you’ll see that this campaign is not about selling toys.

It starts with a web page (www.LEGO.com/letsbuildtogether) and the launch of the #letsbuildtogether across social media. Here LEGO mobilized their designers, STEM gurus, creatives and play experts to come up with new ways to provide a fun, play-based learning ideas to children and parents.

There are building ideas, daily challenges set by LEGO designers, retro builds, and live build-a-longs with fans everywhere.

The best part, and the reason why I changed my mind about the campaign, is that you don’t need a fancy LEGO set to participate. A modest Classic or Duplo set will do. In fact, you don’t need any LEGO sets to get some benefit out of the campaign.

Apart from photos and videos that parents and kids can watch together on social networks via the tag, there are guides and tips for parents to play well at home, find moments of joyful play, and even ways on how to keep you kids safe online.

Yes, the #letsbuildtogether campaign might make you want to buy more sets and it might not be accessible to everyone, not those who don’t have the technology or infrastructure. But that is beside the point. 

On top of this, the LEGO Foundation donated US$50 million, split to three groups of partners, each in support of children most in need and ensure they continue to have access to learning through play which helps develop life-long skills.

Press Release