From June 1 to July 15, The LEGO Group is turning the Philippines into one big playground with its latest campaign designed to champion purposeful play that helps build essential skills such as creative thinking, problem solving, and resilience. The campaign builds up to its biggest event yet in July, as the LEGO® Playground takes over SM Mall of Asia’s main atrium from July 6 to 13.
Inspired by the idea that “Play Builds You,” LEGO Playground invites Filipino families to rediscover the joy of play through a full sensory experience. Beyond colorful brick builds and play zones, the event combines creative building challenges, interactive installations, and even modern twists on classic Filipino street games — including sipa, piko, dampa, holen, and more.
Designed for both kids and the young at heart, the week-long event aims to shift perceptions of play from leisure to life-building. According to the LEGO Play Well Report 2024, 91% of parents believe play is essential to their child’s development but many also worry that kids today don’t get enough of it. This event is LEGO brand’s response: a space where families can unplug, reconnect, and rediscover the power of play.
“We hear it from parents all the time: how do we prepare our kids for a future we don’t even understand yet? Our answer is simple: let them play.” said Justin Bautista, Sales and Marketing Manager at Ban Kee Trading, Inc. “But not just any kind of play — the kind that challenges them, makes them think and explore while also have fun doing it. That’s what LEGO bricks are built for,” Bautista added.
What to Build Next: 2025’s Must Have LEGO Sets
This year’s newest LEGO® releases are designed to spark imagination and build real-life skills — no screens required. Alongside the LEGO Playground experience, special in-store promotions will run nationwide, including up to 30% off select LEGO sets and exclusive giveaways for customers making a minimum purchase of Php 2,500.
LEGO® Creator 3 in 1 31160 Aircraft: Race Plane
(Promo price: Php 1,099.00) LEGO® Creator 3 in 1 31163 Playful Cat
(Promo price: Php 1,799.00) LEGO® Technic 42197 Backhoe Loader
(Promo price: Php 699.00)
LEGO® Technic 42198 Bush Plane
(Promo price: Php 1,999.00) LEGO® Friends 42647 Paisley's Room
(Retail price: Php 1,100.00) Disney Princess 43259 Twirling Ariel
(Retail price: Php 699.00)
LEGO® City 60445 F1® Truck with RB20&AMR24 F1® Cars
(Promo price: Php 7,999.00) LEGO® Ninjago 71826 Dragon Spinjitzu Battle Pack
(Retail price: Php 1,399.00) LEGO® Speed Champions 76934 Ferrari F40 Supercar
(Retail price: Php 1,999.00)
The LEGO Playground is open to the public from July 6 to 13 at SM Mall of Asia, Main Atrium. Admission is free. For more information, visit www.lego.com or follow official LEGO stores online such as bankeebricks.ph, Lazada, and Shopee.
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About the LEGO Group
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.
Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide.
For more information, visit www.LEGO.com.
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