The LEGO Group has recently partnered with Shanghai Library to create the "LEGO Superplayful Library", an initiative to integrate play and learning for children in the summer.

This collaboration is part of the LEGO Group's broader strategy to emphasize the role of play in children's development and education, reflecting the company's commitment to expanding its presence in the Chinese market.

The "LEGO Superplayful Library" runs from Aug 16 to Sept 1 at Shanghai Library's East Branch. The project is a key element of the toy maker's global brand campaign "Play is Your Superpower".

The project aims to leverage LEGO brand's strength to encourage creativity and learning among children, reinforcing the company's dedication to educational development through play.

"Library is not only a space for reading, but also a place for building creative ideas for science, arts and culture," said Xia Lei, director of promoting reading at the Shanghai Library.

Stella Shen, marketing vice-president of LEGO China, said, "Building bricks can inspire and enhance children's abilities in innovation, communication and problem-solving. We hope this initiative will help more parents to pay attention to the importance of play in the growing-up of children."

Also, a nationwide roadshow was launched by the LEGO Group on Aug 16. The roadshow, which will reach 18 cities across China, features mobile play stations designed to engage children in interactive and educational play.

On Thursday, the LEGO Group teamed up with sportswear giant Nike to foster creativity and active play in children worldwide. This multi-year collaboration brings together two global brands, focusing on how play and sports can shape young lives.

wangzhuoqiong@chinadaily.com.cn