Nike has signed a multi-year worldwide deal with Lego. The deal takes effect in 2025 and, according to Lego, “could see a series of co-branded products, content and experiences.” The details end there.
Lego says it recently backed a study according to which one-third of the world’s children play for no more than three hours a week. Lego also commissioned a survey this year of 25,500 children and 36,000 parents in 36 countries. This found that 59 percent of parents “worry that their children do not have enough playtime or access to fun activities,” while 73 percent of the children didn’t believe grown-ups took “play – and how it can help them learn – seriously.”
The company also cites the World Health Organization, which says that at best one in five kids gets enough physical activity. Both Lego and Nike backed a UN resolution to make June 11 the International Day of Play.
