Jason Momoa has joined the LEGO Group to promote the power of play, as new research suggests one in 10 families don’t play together at all.
World Play Day is right around the corner (June 11), and this year the LEGO Group is hoping to get families playing together by recruiting Jason Momoa to tell them how. A fun video seemingly powered by WordArt kicks off the Aquaman, Game of Thrones and Fast & Furious actor’s role as Playmaker, which you can check out below.
“Play has always been a big part of my life,” said Momoa. “My mum encouraged me to get outside, use my imagination, build things with my hands, make cool LEGO builds, be creative, make music, climb, explore, and just be curious about the world. That shaped who I am.
“Whether I’m with my kids, making movies or jamming with my band, these simple moments of play keep me creative, grounded and connected to the people I love. Even a few minutes of play can completely shift your day. I think it’s important that kids and families today get the same encouragement to find any opportunity to play and spark moments of imagination, creativity and connection.”
The campaign is backed by the LEGO Play Well Study 2026, which found that just five hours per week of playtime can help family wellbeing, but 44% of families globally are failing to meet that minimum number – while 89% of parents surveyed said they ‘wished they played more as a family’. A total of 30,000 parents and 15,000 children aged five to 12 years old contributed to the new research.
Other findings include…
• 61% of parents say their child plays less than they did at their age
• 28% of children are unhappy with how much they play
• 94% of parents recognise that play is essential to their kids’ wellbeing
The biggest barriers to additional playtime were reported as work, housework, homework and screentime, as well as cost and a lack of safe spaces.
“Play isn’t just something children do for fun, it’s essential for their development,” said Paul Ramchandani, LEGO Professor of Play at the University of Cambridge. “It’s how young children make sense of the world, build confidence and creativity, and learn how to connect with the people around them. It doesn’t have to be complicated or time-consuming; even short snippets of play in the day have a lasting impact on a child’s wellbeing.”
The LEGO Group is hosting events around the world in the weeks and months to come for World Play Day, from sending a Brick Brigade vehicle on tour around Australia to hosting a building experience at a mall in South Africa. There’ll also be a Make and Take event at LEGO Stores, hands-on experiences at LEGO Discovery Centres and events organised by LEGO User Groups across, the UK, US, Canada, France, Germany and Australia.
Head here to find out everything the LEGO Group is planning for World Play Day 2026.
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