LEGO®️ Middle East held a first-of-its-kind event unveiling ground-breaking insights from their exclusive 2022 Play Well Study- spotlighting that happier family units are built through play

Striving to inspire and develop the builders of tomorrow through play, LEGO®️ Middle East held an exclusive event to unveil key global and regional findings from their 2022 Play Well Study. The event gathered key thought leaders and influencers from across the region, to be part of starting an impactful conversation around the power of play and the attitudes and behaviours related to it. 

The one-of-a-kind LEGO®️ Play Well 2022, a global study on play by the LEGO Group, building on the 2018 and 2020 LEGO Play Well research findings, which presents parent and child perceptions on the benefits of family play, children's play preferences, future-oriented skills and learning through play. All findings from the report, unless otherwise referenced, were gathered from a total of 32,781 parents, and 24,593 children aged 5 -12 through a 20 minute online quantitative survey conducted across 35 markets in early 2022. It brings out the essence of what play means to children and parents across the globe.

In its third edition, the study delves into how play has evolved, the benefits it brings to individuals and families, the barriers that get in the way and how we can protect it. With valuable insights and statistics brought to life by the parents and children in the Kingdom, the study illustrates vital perspectives that complement the country’s ambitions for Quality of Life, which is part of the KSA Vision 2030 agenda,

In support of shedding light on the various sections of the report, the event hosted a panel of experts including; Jeroen Beijer, the General Manager of LEGO Middle East and South Africa; Aalia Thobani, Communication and Connection Specialist; and Dr Hessa Al Suwaidi, Executive Director at UAE Sharjah Child Friendly Office. Each expert contributed their valuable views around the findings of the unique study Commissioned by the LEGO Group; which contains valuable insights setting a precedent to inspire the generation of tomorrow and laying creative foundations for families to bond and build together.

The study contained ground-breaking data and findings from parents and children from KSA, with a large percentage of the kingdom’s parents agreeing that play must be prioritized and protected as it is an integral tool in a child’s development. Over 86% of parents in KSA believe play is key in enabling children learn new things and that LEGO products help with their children’s development.

The movers and shakers of tomorrow, the children of KSA, also confirmed their affinity towards LEGO play, as it offers them a fun way to hone ways of thinking, creating and testing new ideas. Over 95% of children say play makes them feel creative and that playing with LEGO®️ products is fun.

In alignment with the KSA Quality of Life Program, which endeavours to improve and nurture individuals’ and families’ quality of life; the LEGO®️ Play Well Study reveals a large percentage of families in KSA expressed that LEGO play offers them a fun opportunity to create, share, converse and bond together. 95% of children in KSA say that playing with LEGO bricks is a fun activity to do with their parents. Parents’ sentiments were also aligned with their children, with 95% of parents in KSA saying that playing together makes their family happier

Jeroen Beijer, General Manager and Vice President of LEGO Middle East and South Africa said: “Play has always been the cornerstone of humanity, in that it contributes to all facets of life, from exploration and discovery to creating lifelong learning values. Play is for everyone as it facilitates the necessary environment to create happier families. Most importantly to KSA, the concept of play sheds light on how such a seemingly small, yet simple experience can cascade to impact people’s overall quality of life.” 

With exceptional insights backed by the Play Well study, parents, educators and key decision-makers in KSA can begin to encourage conversations around this topic and inspire the movement towards implementing play in everyday life, respectively improving the quality of life of more families in the Kingdom. The Play Well study also conveys impactful insights on themes that revolve around parents’ and children's perceptions of the benefits of family play, as well as digital child safety, sustainability and diversity equity and inclusion (DEI).

Family is a central pillar of Saudi Arabian society. It is a Kingdom that possesses a strong ecosystem of supportive institutions that continually strive to implement solutions that invest in the quality of life of its citizens. The valuable local insights from the LEGO Play Well Study provide key pillars of interest across various sectors that can further support the KSA’s national ambitions.

In this instance, igniting the flame of the power of play by equipping families with the tools, time and space needed to prioritize quality time together and protecting the time dedicated towards playful interactions.