KUALA LUMPUR: New global findings by the Lego Group revealed that families who play together the most are the happiest.
A resounding 90 per cent of children agree that play is the best way for them to learn, develop and express their true selves.
The research spanning 36 locations with over 61,500 parents and children ages 5-12 also uncovered that 83 per cent of parents see play as a platform for celebrating differences in a fun and positive way and as key to fostering a more inclusive worldview (85 per cent).
"When play takes centre stage, it has the superpower to bring people together - uniting people across culture, race, age, gender, ability and interests," the group said.
Yet, there is a worrying trend with 76 per cent of parents affirming that today's children have fewer opportunities to play than previous generations.
The research also underscores the pervasive impact of digital devices, parental workload and restricted access to appropriate spaces to play, with all points increasingly encroaching upon family playtime.
Parents confess to spending nearly twice as much time on their phones and laptops as they do playing as a family.
About 66 per cent say heavy workload gets in the way of playtime and two-in-five families lack access to adequate play environments or safe spaces for playful activities, resulting in one in five parents admitting they never engage in playtime together.
The good news is nearly nine in 10 children and parents crave more playtime together.
Inspired by the new research revealing the profound benefits of play for families, in line with its gloval Play is Your Superpower campaign, the Lego Group in Malaysia has unveiled its local iteration - #LEGOSerlahkanKreativitiAndaMY.
It aims to fuel children's creativity, empowering them to shape and transform every artwork through play.
"Through this initiative, the Lego Group is encouraging Malaysians to reimagine how our easily recognisable Icons of Malaysia can be built in new and fun ways, offering a different perspective through the lens of young children and adults alike," it said.
Honing in on the Superpower of Play, Malaysian personalities and their families - radio host and presenter Ira Mohd Amin, actor Wayne Cai Pei Xuan, as well as power couple Carey Ng and Roen Cian - reimagined prominent Malaysian icons such as the Rumah Melayu (Malay house), bunga raya (hibiscus), and Tenuk Malaysia (Malayan Tapir) - all of which were built from Lego bricks.
This brought back fond family moments and a deeper appreciation for family bonding time together.
These builds are being showcased at the Bukit Bintang MRT station from Oct 1-31.
Commuters can further add to the enrichment of their experience by hitching an express ride to town with exclusive Lego-adorned MRT coaches on the MRT Kajang line during the period.