LEGOLAND Discovery Centre launches new ‘switch off and play’ initiative


To celebrate International LEGO Day on January 28th, LEGOLAND Discovery Centre Birmingham and Manchester have announced a new ‘switch off and play’ initiative, involving the introduction of lockers on site to allow guests to put their phones away and have fun playing instead!

Playing with LEGO has been proven to be highly beneficial to people’s overall wellbeing and mental health; so, what better way to ‘le’go’ of those January blues than to put down your phone and immerse yourself in the activities at the Discovery Centres.

To encourage the new ‘switch off and play’ scheme, LEGOLAND Discovery Centre Birmingham and Manchester have added lockers within the attractions, where guests have the option to surrender their devices to ensure that active playtime has their full attention.

Research has proven that interactive play is one of the most significant factors in a child’s development, not only when it comes to improving social skills, but in helping to evolve emotional growth before they begin their school journey.

Therefore, this brand-new initiative will be crucial in allowing children to interact in an environment that encourages communicating and playing with peers and family members.

Suzy Hutchins, LEGOLAND’s Global Education and Wellness Ambassador, said: “It is my strong belief that the earlier on in our children’s lives that we take time to nurture their emotional intelligence the more likely they are to become resilient, confident and kind.

“When children engage with mindful activities like LEGO, they will improve their focus and attention and become aware of their thoughts and feelings in a positive way. Enjoying creative Lego play with loved ones will help develop a breadth of essential skills; social, emotional and cognitive and the inclusive nature of brick play means it can be enjoyed by everyone.”

Amy Langham, General Manager at LEGOLAND Discovery Centre Birmingham, said: “We love seeing people interact with each other and our LEGO at the Discovery Centres. However, every now and again we notice electronic devices getting in the way of playtime.

“We wanted to introduce this new initiative to encourage visitors to switch off from technology and be present in the moment. This will hopefully result in our guests being able to reap the full rewards LEGOLAND Discovery Centres have to offer, creating a more positive environment and improve mental wellbeing.”

Beginning on International LEGO Day (January 28th), the switch off and play lockers will be situated within the attractions for guests to use on a first come first served basis during their scheduled visit.