The results of the 2026 Play Well Research conducted by The LEGO Group clearly demonstrate, with concrete data, the direct link between creative play processes and children’s personal development and self-confidence. According to the research, 93% of children worldwide are proud of the objects they design and produce themselves, while 92% of children in Turkey state that they can freely express themselves thanks to their creativity. In light of this data, the company is also opening a new experience area that brings different themes to the physical world to visitors.

Research Results: The Strong Link Between Play and Cognitive Development

In modern pedagogy and child development, the role of free play mechanics is gaining more and more value every day. Children build their own narratives by combining characters, tools, and fantastic elements from different universes without being bound to a single scenario or plot. This unstructured and free construction process triggers problem-solving skills while directly reinforcing feelings of belonging and success.

The globally conducted study reveals, with numerical data, the psychological gains children experience when they transform their imaginations into tangible projects.

Key Figures from the 2026 Play Well Survey

• Global Self-Confidence Boost: 91% of children worldwide say that engaging in creative activities directly boosts their self-confidence.
• Creation and Pride: 93% of children feel a sense of accomplishment and pride when they design and complete something from scratch.
• Turkish Data: 92% of participating children in Turkey say that creative play processes are the most effective tool for revealing their true identities and potential.

Different Themes Meet in Physical Experience Spaces

The LEGO Group continues to create interactive spaces that bring together digital and physical play dynamics to support the research findings. The LEGO x Toyzz Shop Experience Area, implemented within this scope, focuses on children testing their theoretical imaginations in hands-on stations. The area encompasses four core concepts, ranging from realistic rescue and construction operations in LEGO City to fantastic elements of the LEGO NINJAGO cosmos.

Visitors complete task booklets given to them as they explore the interactive stations in the area. Children, completing a new task at each stop, actively participate in the process, showcasing their problem-solving and focus skills.

Art and Illusion Combined: 3D Anamorphic Work

The experience center features not only building sets but also contemporary art and visual perception techniques. A special base drawing prepared by artist Sıtkı Doğan, known for his optical illusion and 3D anamorphic works, offers visitors a different visual perspective. This work, which gains depth when viewed from a reasonable angle, immerses visitors in an optical scene.

Participants who complete their missions at the stations capture their memories through photo kiosks and conclude the process with various surprise treats. The experience area, opened within Vadistanbul, can be visited free of charge until September 20th.