The LEGO Group transforms Dubai into ultimate playground

The LEGO Group is partnering with Dubai Municipality and Dubai Design District (d3) to launch the "Never Stop Playing" initiative, transforming the city into a playground of wonder.

 

The initiative features giant LEGO swings, seesaws, and brick-built cranes, inviting everyone to stop, smile, and rediscover the magic of play.

 

As part of the global Rebuild the World campaign, Dubai will transform into a city of play with interactive LEGO installations across eight iconic locations from 12th to 30th September.

 

The Never Stop Playing initiative encourages families, friends, and communities to reconnect with play as a powerful tool for creativity, confidence, and togetherness.

 

 The initiative follows global LEGO Group research revealing that many children feel pressured to grow up too quickly, with nearly half admitting they've stopped playing certain games because they're told it's 'childish'.

 

The immersive city-wide LEGO builds aim to inspire people of all ages to pause, imagine, and embrace the joy of playfulness, whether by taking on a giant LEGO swing at the iconic Dubai Frame, balancing on oversized seesaws in d3, or discovering unexpected LEGO characters in community parks.

 

The giant LEGO builds will appear across Dubai’s most recognizable and community-focused destinations, including: 

 

Dubai Design District (d3) 

 

Giant LEGO Seesaws, hopscotch and giant LEGO Claw Crane  

 

Dubai Frame  

 

Giant LEGO Swing  

 

Al Barsha Pond Park  

 

Oversized LEGO Pigeon & Turtle  

 

Blossoms Park, Nad Al Sheba 

 

Oversized LEGO Heart & Hummingbird  

 

Al Khawaneej Pond Park  

 

Oversized LEGO Cactus  

 

Jumeirah Beach 3  

 

LEGO Skateboard  

 

Jumeirah Beach 2  

 

LEGO Beach Build and Lifeguard Tower 

 

Umm Suqeim Beach  

 

Giant LEGO Bucket & Spade 

 

Ula Bieganska, Marketing Director at the LEGO Group, said: “This campaign was created to inspire Dubai’s community to embrace the joy and creativity of play in their everyday lives. In a city that thrives on imagination and innovation, we believe play has the unique power to connect families, spark curiosity, and bring fun to every generation. Whether you are 8 or 80, play is more than entertainment — it is a source of creativity, confidence, and inspiration. With Never Stop Playing, the LEGO Group is inviting everyone across Dubai to pause, play, and reimagine what’s possible.” -TradeArabia News Service