Archive · 21 Sep 2026
LEGO Says Creative Play Matters in Screen-Filled Childhood
Children spend a lot of time using screens, but building with toys can still be valuable.
LEGO says play lets children use their hands and imagination.
It also helps them solve problems and try again when something does not work.
These activities can build confidence and creativity.
Adults and children can enjoy building together as a family.
LEGO is opening more stores in India with experiences designed for local communities.
Its Hyderabad store includes a large mosaic made with more than 49,000 bricks.
The company says play should support learning rather than be treated as a luxury.
LEGO India says creative play helps children develop problem-solving, creativity, confidence and resilience.
The company reports growing interest in LEGO building among children, adults and families playing together.
A new LEGO Certified Store in Hyderabad features locally inspired elements and a mosaic made from more than 49,000 bricks.
LEGO India has expanded from its first Indian store in 2025 to eight stores in just over a year.
The LEGO Play Well Study found that 96% of surveyed Indian parents value creative-play skills as much as formal-education skills, while 95% say children learn best through play.
- Who
- LEGO India Country Manager Bhavana Mandon discussed LEGO’s approach to play and expansion in India.
- What
- LEGO is promoting creative, hands-on and family play while expanding its network of LEGO Certified Stores in India.
- When
- LEGO opened its first Indian store in 2025 and reached eight stores in just over a year; the cited Play Well Study was conducted in February and March 2026.
- Where
- India, including new or recently launched stores in Hyderabad and Mumbai.
- Why
- LEGO says meaningful play helps children develop creativity, problem-solving skills, confidence and resilience amid increasing screen use.
- Indian store expansion
- LEGO grew from its first Indian store in 2025 to eight stores in just over a year.
- Hyderabad mosaic
- The Hyderabad store launch included a mosaic inspired by the city, made with more than 49,000 bricks.
- Mumbai launch attendance
- Mumbai’s first LEGO Certified Store attracted more than 10,000 visitors during its launch weekend.
- Indian parent views
- The LEGO Play Well Study says 96% of surveyed Indian parents view creative-play skills as important as formal-education skills.
- Learning through play
- The same study says 95% of surveyed Indian parents believe children learn best through play.
- Study sample
- The 2026 study surveyed 27,000 adults across 27 markets between February and March 2026.