The Criticality of Five Hours of Play for Family Happiness Discovered by LEGO Group

Discovering the Essential Role of Play in Family Happiness

As the United Nations' International Play Day approaches on June 11, LEGO Group has announced the results of an extensive study on the importance of play. The survey involved 45,000 participants, including 30,000 parents from 30 countries, such as Japan, Australia, Brazil, and the USA, focusing on children aged 1 to 12 and their parents. In light of these findings, LEGO Group is launching a new global campaign, "Never Stop Playing," featuring actor Jason Momoa as the new "Playmaker."

Understanding the Importance of Play

While many parents recognize the significance of play, they face modern pressures from work, household duties, and digital devices that hinder their family's playtime. The study revealed that both parents and children desire more play, yet often find themselves disconnected. In Japan, particularly, busy lifestyles create barriers to realizing the benefits of play, indicating that families have ample opportunities to enhance their happiness and self-confidence through engaging in play.

Key Findings

- 89% of parents express a desire to play more with their families, yet 9% report not engaging in play at all together.
- 28% of children feel unsatisfied with their amount of play, while 21% claim they aren't playing at all.
- In Japan, the dissatisfaction rate among children regarding their playtime exceeds the global average by over ten points.

The Dramatic Impact of Five Hours of Play on Family Well-Being

The study emphasizes that time spent playing together is not mere leisure, but a crucial factor influencing family happiness. Engaging in play for five hours or more each week is directly linked to improved mental and physical health and positive emotions.

Highlights of the Research

- 44% of families report not meeting the five-hour play guideline necessary for enhancing family happiness, highlighting how modern life is pushing playtime out.
- 45% of parents feel that spending over five hours weekly in play leads to greater family happiness, and 42% report higher well-being compared to families with less than two hours of playtime.
- Japanese parents recognize the value of play in enhancing happiness at rates significantly lower than the global average.
- 85% of children believe that a lack of play makes them sad, showing the vital connection between play and children's mental health.

The Silent Crisis of Perfectionism Inhibiting Creativity

Despite their innate creativity, children face increasing pressure to achieve "perfection" in a society that stifles their self-expression and willingness to take risks. The sentiment of "If I can’t do it well, I won’t do it at all" is noted as a barrier to nurturing creativity among children.

Summary of Concerns

- 87% of children report feeling strong pressure to perfect their work before sharing it with others.
- 84% of parents express concern that their children are less likely to share their work unless it is perfect.
- 35% of parents note a lack of participation in creative activities due to their children’s fear of failure.

In Japan, significantly fewer children feel pride in their creations compared to the global average.

The 'Never Stop Playing' Campaign

LEGO Group has spent over 90 years highlighting the value of play. To support the United Nations in promoting International Play Day in 2024, LEGO employees will participate in a global initiative on June 11 to take time for their own play. Additionally, they will organize large-scale volunteer activities aimed at delivering play opportunities to over 17,000 children worldwide. The campaign will also provide inspiration and tips to make daily life more playful.

Visit the Campaign Site Here

Insights from Julia Goldin, Chief Product and Marketing Officer at LEGO Group

"We believe in the power of play; it connects generations, sparks imagination, and reminds us of what really matters. Our 'Never Stop Playing' campaign encourages families to rediscover opportunities for play together. Even a few LEGO bricks can lead to boundless creativity and possibilities."

Jason Momoa as Playmaker

To inspire families around the globe to embrace play, LEGO Group has appointed actor Jason Momoa as a Playmaker. In his role, he participates in a unique campaign video that illustrates the importance and benefits of play in an engaging manner.

Watch the Campaign Video Here

Jason Momoa’s Perspective

"Play has always been a significant part of my life. My mother encouraged me to use my imagination and create, whether it was building with LEGO, making music, or exploring. These interactions keep me creative and deepen my connections with loved ones. Just a few minutes of play can transform a day. It is vital for today’s families to actively seek opportunities for play, fostering imagination, creativity, and bonding moments."

Tips for Bringing Play Back into Daily Life

Based on the findings, Dr. Paul Ramchandani, an expert in children's well-being and a professor at the University of Cambridge, offers practical tips for reclaiming play opportunities in busy schedules.

Play Tips

- Think in Minutes: Small moments, such as during brushing teeth or reading, can yield significant impacts.
- Let Go of Doing it Right: There are no manuals for play; what matters is enjoying together.
- Follow the Child’s Lead: Allow children to take charge to develop their creativity and confidence.
- Make the Everyday Playful: Look for opportunities in familiar surroundings, rather than relying on new toys.
- Transform the Mundane: The most powerful play opportunities emerge from everyday moments.

Dr. Paul Ramchandani’s Comment

"Play is more than just fun for children; it's essential for their development and growth. Through play, young children learn to understand the world and develop confidence and creativity. Even short bursts of play during the day can significantly enhance a child's well-being."

Research Overview

- Sample Size: 45,000 (30,000 parents and 15,000 children)
- Survey Countries: 30 countries, including Australia, Brazil, Denmark, and Japan
- Target Audience: Parents of children aged 1-12 and children aged 5-12 (1,500 Japanese participants: 1000 parents, 500 children)
- Survey Period: December 2025 - January 2026
- Method: Online Research

About LEGO Group

LEGO Group's mission is to foster the creators of tomorrow through the power of play. With its LEGO System in Play, everyone from children to adults can create and reshape according to their imagination. Founded in 1932 in Billund, Denmark, LEGO has remained family-owned, with products sold in over 120 countries worldwide.

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