LEGO rolls out World Play Day campaign and free football stadium events worldwide in June 2026

The LEGO Group marked World Play Day on 11 June 2026 with its “Never Stop Playing” campaign, urging families to increase shared playtime. Actor Jason Momoa, appointed as a LEGO Playmaker, highlighted the value of play for creativity, resilience and family bonding. The campaign referenced the LEGO Play Well Report, noting that nearly half of families worldwide play together for less than five hours weekly and that 94 % of parents view play as essential for well‑being. More than 33 000 LEGO employees worldwide set aside time to play on the day.

LEGO stores in the United Kingdom and other European locations hosted a free “Make & Take” event on 13–14 June, letting visitors build a LEGO football stadium and keep it. A German‑language announcement listed the same giveaway on 11–12 June, with limited stock and a first‑come‑first‑served rule.

From 1 June, LEGO Insiders gained early access to the LEGO Icons Lord of the Rings Minas Tirith set (11377), accompanied by an exclusive Grond battering‑ram gift‑with‑purchase. The set was featured in Alza‑Days discount promotions running through 22 June, with price reductions across several markets.