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.

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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This article is brought to you by LEGO.