WHAT IS LEGO PLAYDAY?

Yesterday, LEGO fans around the world celebrated both the 90th anniversary of the LEGO Group and the very first World Play Day. The focus of the celebrations was 'play' and in the US, artist Hebru Brantley has created a LEGO-inspired interactive art installation.

The Fly Away Isles installation is inspired by the creative minds of children and even includes some oversized LEGO elements. It can be found at Johnny Hartman Plaza, 140 Hamilton Place, New York until November 5. Watch a video about it below.

THE LEGO GROUP UNVEILS 'FLY AWAY ISLES', A NEW PLAYFUL INSTALLATION BY ARTIST HEBRU BRANTLEY THAT CELEBRATES CHILDREN'S IMAGINATION

The new installation, featuring Hebru's first mural in New York, takes visitors on a playful, cosmic journey of imaginative exploration in West Harlem
Local children inspired the design with their endless creativity and ideas to make the streets of Harlem more playful
Fly Away Isles will be unveiled on the LEGO Group's first World Play Day to give children, families and the community a new place to meet and play this summer

New York, USA – AUGUST 10, 2022 – The LEGO Group partners with visionary artist Hebru Brantley to create Fly Away Isles, a new immersive play installation in the heart of West Harlem inspired by the imaginations of some of the most creative minds: children.

Fly Away Isles is inspired by the playful, optimistic imaginations of local children from the youth development nonprofit The Brotherhood Sister Sol (BroSis). Together with Hebru, the LEGO Group invited children to use the ultimate creative medium, LEGO® bricks, to build and share their ideas about how they would help their community play more. The installation follows new research from the LEGO Group, which found that a third of parents (29%) in the US say they don't play enough as a family, with 82% of children living in New York wanting to play more *.

From a rocket that flies through clouds to pyramids inspired by volcanoes and stepping stones that transport visitors between colorful islands, Hebru captured the children's creative optimism and limitless ideas and turned their dreams into reality. The new accessible, inclusive and creative space takes visitors on a cosmic journey as they come together to experience the joy of seeing the world through the eyes of children.

Fly Away Isles opens at Johnny Hartman Plaza, 140 Hamilton Place, New York, to mark the LEGO brand's 90th anniversary, which the company is celebrating with its first-ever World Play Day – a day focused on children, helping families and communities around the world find time to play. The installation will be open to the public until November 5, 2022, and the mural will be on display until July 2023.

“Play is fundamental to the well-being and happiness of the whole family – it changes lives and brings us closer together, but we know that families today feel they don't play enough. Children can bring play to the most mundane moments and are full of great ideas to rebuild the world around us for the better. So it felt only fitting for the brand's 90th anniversary that we put kids in the driver's seat to help us inspire and bring more play into the world,” said Alero Akuya, VP of Global Brand at the LEGO Group. “We hope that the amazing new playscape that Hebru and the children have created here in Harlem inspires people of all ages to experience the creativity, imagination and joy of play.”

Known for his vibrant use of color, Hebru uses a playful artistic approach to address important themes around nostalgia, strength and hope in his work. He often challenges the viewer to see the world through the eyes of others and uses the adventures of his characters to explore how the world can be redesigned for the better. In addition to a series of exciting play activities, the installation includes Hebru's first mural in New York, adding to his famous work that illuminates the streets of Chicago and other cities across the country.

About Fly Away Isles, Hebru said: “My work often explores stories about the world I grew up in, so meeting the children of BroSis and hearing their views on the world we live in now had a profound influence on the design of this piece of space. I wanted to create something that offered the local community an opportunity to come together, regardless of their background or culture, leave behind the pressures of the busy world we live in and explore what work looks like through the optimistic eyes of children.”

The Brotherhood Sister Sol is a youth social justice development organization based in Harlem that educates young people, organizes with them in pursuit of justice, and trains educators across the country. The LEGO Group has been supporting its work since 2020, helping the group create a leadership program for youth interested in environmental protection and a food distribution program for families during the pandemic. The company recently awarded an additional grant to continue BroSis' environmental education, creative learning and youth skills development programs through 2023.

“When children are given the freedom to express their ideas, they develop skills like creativity and self-confidence that are crucial in navigating today's complex world,” said Jason Warwin, co-founder of BroSis. “Created by our incredible BroSis youth members and Hebru, we hope Fly Away Isles here in our community encourages more children and families to come together, play and experience the benefits and joy it brings.”

LEGO play has long been the ultimate platform for creative expression, providing kids with the tools to build anything they can imagine. In the company's 90th anniversary, the brand celebrates children's creativity, inspires them to imagine a better world and shows how LEGO play helps them develop the skills they need to live in it to be successful.

Fly Away Isles is located in The Johnny Hartman Plaza outside The Brotherhood Sister Sol, 140 Hamilton Place, between W. 143rd and W. 144th Streets, New York, NY. It's just one of many global events, collaborations and surprises planned on World Play Day to help families and communities around the world play more.

Fly Away Isles was installed in collaboration with NYC DOT Public Space. Hebru's Asphalt Art mural is presented in collaboration with the NYC Department of Transportation's art program.