It is well known that play is a crucial part of a child’s development, and the play time a toddler shares with parents can be particularly precious. In an effort to raise awareness of the importance of shared playtime and to encourage parents to detach themselves from social media, Lego® Duplo® has launched a 21-day global campaign called ‘Do not disturb playtime’. 21 days is the perceived amount of time it takes to break a habit.
“Through the “Do not disturb play time” campaign we hope to re-assure parents that it’s not so much the amount of time they spend with their kids, but the small meaningful moments they create and connect over during play. This campaign is intended to inspire parents and create awareness of the importance of taking playtime seriously”, said Steffen Jensen, LEGO Group Senior Marketing Director, Pre-school.