Leglei Group celebrates 90 years of Play with a day dedicated to play

The Danish toy company is celebrating its milestone birthday on Wednesday, Aug. 10, with a day dedicated to playtime.

The LEGO Group's anniversary campaign has been named World Play Day, and its organizers are inviting families to play games together at LEGOLAND parks, LEGO stores and LEGO.com. Social media documentation is encouraged.

Julia Goldin, a product and marketing officer at LEGO Group, said that play has always been the cornerstone of humanity.

Goldin continued that it is not only fun, but it is crucial to helping children develop essential life skills, strengthen family bonds and build communities. But with competing pressures on the lives of parents and children, play is often deprioritized. The LEGO Group published a long list of suggestions on how families can build a World of Play during its anniversary, including visits to LEGO store playgrounds and viewing display displays, watching LEGO-building videos from celebrities and fans, taking online quizzes and collaborating on LEGO builds.

The LEGO Classic 90 Years of Play set retails for around $54 and invites travelers to visit the 25 million brick LEGO House in Billund, Denmark.