Shaping every digital play experience LEGO creates to empower positive wellbeing in children.
A three-year research project between the LEGO Group, the LEGO Foundation and UNICEF, with children across the globe, resulted in a 200 page report that was aimed to help designers create digital experiences that promote positive wellbeing.
Client
LEGO
Services
Creative Strategy
Print
Production
Our challenge was to translate this in-depth academic research, design theory and LEGO’s Learning Through Play philosophy into a practical tool so thinkers, designers and builders can inject the power of play into every LEGO digital experience.
The solution, five core Digital Design Principles within a physical interactive toolkit, combining booklets, card deck and posters for a hands-on and collaborative experience. Structured into three lenses of focus, the toolkit challenges how decisions in play can further elevate kids’ digital experiences.
Driving impactful societal change across the globe by empowering children to navigate, engage and create positive social connections that can support their wellbeing and personal growth.
The success of LEGO’s design principles for kids extended beyond the brand, gaining recognition on a political stage. Our work was showcased at the Danish Parliament during a Digital Wellbeing Hearing and presented at UNICEF Denmark’s World Children’s Day event at UN City in Copenhagen, highlighting its impact on children’s digital experiences.
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