LEGO NZ Encourages Parents to Hand the Reins to the Kids This Christmas

This year, LEGO New Zealand is challenging parents to let go of perfection, precision and planning. They are being encouraged to take a page out of their children’s book – taking inspiration from their creativity, playfulness and open minds. From spending quality time to play with family and friends, the ‘Rebuilding the Holidays Report’ conducted by LEGO New Zealand encourages parents to hand the reins of Christmas to kids so that families can reimagine and rediscover the true meaning of the silly season.

Family magic

The Rebuilding the Holidays research explores play over perfection, diving into the minds of Kiwi parents and children, what they are most looking forward to this holiday season, and giving parents clues to help build an unforgettable Christmas.

According to local research, more than 80% of Kiwi parents think opening presents is what their children love the most about Christmas. Although gifts are high on the wish list, much to parents’ surprise, more than half of Kiwi kids (53.3%) look forward to spending more time with their family this Christmas, along with 49.7% who can’t wait to eat yummy Christmas food.

Now more than ever, kids are craving quality playtime with their parents. While only 1 in 5 parents (20%) admit they are too busy to dedicate as much time as they would like to play with their kids over Christmas, more than half of kids (57%) say they wish their parents would spend more time playing with them.

All I want for Christmas is

Presents under the tree are a Christmas tradition as old as time, but what do kids really want to wake up to this year? More than a quarter of Kiwi kids (26.2%) have expressed a love for creativity, saying their favourite present ever received was a creative toy or art and craft supplies.

Stepping away from screens, just over 25% of Kiwi kids expressed that their favourite presents are sports and outdoor toys. In line with this, they have indicated that getting outside and enjoying fresh air during Christmas is also a favourite on the to-do list, with equal numbers (25.3%) saying they love heading to the park and beach during the holiday season.

“Christmas can be a stressful time for families, and this research reminds us that for kids it’s not all about the small or perfect details. It’s about creating memorable and playful experiences for the family, getting outdoors and embracing the chaos of the festive season. With warmer and longer days, there is no better time to prioritise the importance of play over perfection this holiday,” said Troy Taylor, Vice President and General Manager of LEGO New Zealand & Australia.

Reimagine how we give back

For many people around the world, the holiday season is a time for togetherness and laughter, but for many families, it can be challenging. As part of the LEGO Group’s mission to Rebuild the World, its annual initiative, Build to Give, will kick off again this holiday season for the sixth consecutive year. This critical program encourages families, kids and LEGO fans worldwide to get creative and help and pass on the joy of play to 2 million children in need.

To get involved, you must share an image of your LEGO build via social media or LEGO Life with the hashtag #BuildToGive. For every photo shared, the LEGO Group will donate one LEGO set, distributed to children in hospitals, children’s homes, and vulnerable communities, giving them a chance to play this holiday season. The sets are distributed through the LEGO Group’s network of local charity partners in 29 countries worldwide.

“For many families, the Holidays are a time of celebration, where they can be together and enjoy playing. But, for some, it can be a tough time,” said Diana Ringe Krogh, Vice President of Social Responsibility at the LEGO Group. “That’s why #BuildToGive is so important. Over the past five years,
we’ve been overwhelmed by the response to the initiative and want to say thank you to the families around the world who have taken part each year. Thanks to their help, we’ve been able to donate millions of LEGO sets to children across the globe, bringing them the joy and benefits of play.”

The #BuildToGive initiative is part of the LEGO Group’s broader ‘Build a Playful Holiday’ campaign, which will inspire families to enjoy being together and having fun by embracing Play over Perfection over the Holiday season. As part of the campaign, the LEGO Group’s Holiday icon of Play, Katy Perry, will share a film showcasing her gift that she built for #BuildToGive on social media. This will be released on her channels in the coming weeks.

“I love that the LEGO Group is helping turn family play into a moment of giving for families all around the world. I loved making my firework shaped gift and I can’t wait to see the different designs that
other families share!” said Katy Perry.