LEGO Group opens Superpower Academy, a week long immersive play experience opening on World Play Day in Shoreditch to help families rediscover the joy and benefits of play, as part of its ‘Play Is Your Superpower’ campaign.
The Superpower Academy pop-up will have exciting escape room-style activities as each room will host a different challenge, designed by the Professor of Play. The challenges will encourage families work together to complete the missions through creativity, problem-solving, communication and resilience skills. Families need to use their superpowers to graduate as fully-qualified members of the LEGO Group’s Play Squad and receive a LEGO graduation gift.
Angry Dave, local artist and limerick aficionado, has created a series of bespoke riddles for each mission, which guests need to solve them in order to unlock the next room.
Angry Dave has also created a mural for the pop-up and visitors are invited to get involved and leave their personal LEGO mark by designing their own tile to add to the mural.
Play is an essencial part of children's development as it helps them develop significant skills and ‘superpowers’ that will benefit them now and in the future. Studies show that 95% of parents feel that play makes the whole family happier by building bonds and improving wellbeing but sadly over half of children in the UK spend less than seven hours a week playing.
The LEGO Superpower Academy wants to help families reprioritise play and re-discover the true joy of play.
Alero Akuya, VP of Global Brand Development at the Lego Group said: “Kids and families need play, it’s as simple as that. It helps children develop crucial superpowers, or skills that benefit them both now and in the future. But it’s not only children that benefit from play – it makes the whole family happier, builds stronger family bonds and improves wellbeing”.
When: 12- 20 October 2024, 9am - 6.45pm
Where: White Rabbit, Shoreditch, EC2A 3HJ
Tickets: Free, here
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