the lego® group | amplify

Here at Reuben Feels we’re proud to have worked with the LEGO® Agency and Amplify on the latest LEGO® World Play Day campaign, The Superpower Academy.

The LEGO® Superpower Academy opened its doors in Shoreditch, London, giving families the chance to come together to solve a range of fiendishly fun challenges while they discover the superpowers that play gives them.

The experience formed part of The LEGO Group's second annual World Play Day celebrations – a day dedicated to celebrating the benefits that play brings and encouraging families to take a moment to play.

The LEGO® Superpower Academy helped families rediscover the power of play as they solved the experience's unique missions. Each room hosted a different challenge designed to test the creativity, problem-solving skills, communication, and resilience of players set by the Professor of Play.

Some playful celebrities and their families were the first to compete in the LEGO® Superpower Academy on Wednesday.

East London based artist, Angry Dan, created a bespoke mural in Shoreditch which aimed to inspire commuters to get involved in World Play Day. Guests and passers-by were be invited to design their own tiles and add it to the design, leaving their individual LEGO® mark on the streets of Shoreditch.