LEGO DUPLO launches social media habits drive

21-day ‘Do not disturb playtime’ campaign aims to encourage parents to put their phones away during playtime.

LEGO DUPLO has been taking part in a 21-day ‘Do not disturb playtime’ campaign, aimed at encouraging parents to think about their social media habits around toddlers.

21 days is what it takes on average to break a habit, so for 21 days the LEGO DUPLO team is not posting on social media during ‘toddler playtime’, defined as 5am-8pm.

The purpose of the campaign is to encourage parents to put their phone away during playtime, and instead immerse themselves in some quality playtime with their young ones.

Steffen Jensen, LEGO Group senior marketing director, preschool, explained: “We know parents today feel more time-starved than ever before, juggling careers with personal time and parenting. Many feel guilty over not spending as much time with their little ones, as they would like.

“Through the ‘Do not disturb play time’ campaign we hope to re-assure parents that it’s not so much the amount of time they spend with their kids, but the small meaningful moments they create and connect over during play. This campaign is intended to inspire parents and create awareness of the importance of taking playtime seriously.”

Roberta Golinkoff, PhD: Professor, School of Education, University of Delaware, added: “While we are all hooked on our cell phones, we should think about turning them off when interacting with our young children. Kids learn so much from us and we don’t want to get in the way of that.”

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