The LEGO Group launches new free activities to help families connect and play well in the digital world

• 61% of parents say their child knows more about technology than they do, and 63% want to understand it better so they can keep up.
• The LEGO Group has launched a new suite of playful, free activities to help families explore digital gaming safely together.
• Build & Talk, This or That, and Audio Adventures are now live on the LEGO Group’s Families website.
• Designed for children aged 6–12 and their caregivers, the activities aim to spark family conversations and provide practical tips around screentime, gaming, and online kindness.

The LEGO Group has today launched a range of free, interactive online activities designed to help parents, caregivers and children build shared confidence and understanding in the world of digital play.

Research from the LEGO Group’s 2024 Play Well report showed that 61% of parents say their child knows more about technology than they do, and 63% want to understand it better so they can keep up. To support families, the new series of activities – Build & Talk, This or That, and Audio Adventure – are now available. The LEGO Group’s Families website, offering fun, simple ways for families to start important conversations about digital wellbeing and online gaming.

Diana Ringe Krogh, Vice President and Head of Social Responsibility, said: “As the digital world becomes a bigger part of children’s lives – from how they play and learn, to how they build friendships and express themselves – many parents and caregivers are looking for ways to better support their children online and keep them safe, especially when it comes to gaming. These new activities are designed to help make that first step feel easy and playful – turning everyday moments into meaningful conversations about life online”.

The new activities are designed to give parents and caregivers easier and more playful ways to have conversations about the digital world together with their children.

Build & Talk (for ages 6–9) helps younger children explore topics such as online kindness, screentime, and gaming through playful building prompts and storytelling, in a brand-new gaming-themed activity.

This or That (for ages 9–12) invites families to play an interactive question-based game. Through active movement and light-hearted choices, children and parents explore values and preferences around digital play.

Audio Adventures (also for ages 9–12) features immersive audio stories set in ‘Wow-Wow-World’, a sandbox-style video game universe. Families follow the adventures of 10-year-old Jamie and make key decisions along the way - giving parents and kids a chance to reflect together on the choices we make in digital spaces.

Families can explore the full range of activities now at www.LEGO.com/families/digital-play

All research unless otherwise stated is from the LEGO Group’s Play Well Study 2024*.

For media enquiries, please contact: media@LEGO.com

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: www.LEGO.com.

*About the LEGO® Play Well Study 2024
LEGO® Play Well Study 2024: commissioned by the LEGO Group, carried out by Edelman DXI between 13.12.23 – 24.01.2024. Total sample size of 61,532 respondents, including 36,000 parents and 25,532 children aged 5-12 years old from 36 markets.