LEGO® Middle East ushers in a new tradition of bonding over play with Majid Al Futtaim this Ramadan

At the heart of this new tradition is a compelling why: to forge connections and bring together community leaders through the joy of play. It’s a celebration of collaboration that transcends the daily grind, inviting even the busiest of leaders, including C-suites, to rediscover the power of play.

This personal invitation from the LEGO team extends beyond the act of play; it’s a call to action for leaders across industries to lead by example, demonstrating the value of integrating play into our lives for holistic well-being and workplace success. It’s about creating spaces where adults can reconnect with the joy of their childhood through the simple act of building with LEGO bricks.

Bridging the gap between the boardroom and the playroom, these interactions reminded the two leaders of the fundamental human connection and the potential for creativity that lies within us all. It set a precedent for integrating play into our professional lives for enhanced well-being and collaborative success.

By inviting a fellow CEO to partake in this initiative, LEGO Middle East attempted to inculcate the habit of making time for play, even beyond Ramadan. Imhof underscored the universal appeal of LEGO bricks – it’s not just for children, but a tool for innovation, creativity, and, most importantly, connection.

Additionally, playing with LEGO bricks in the workplace has numerous benefits including reducing workplace stress and enhancing job satisfaction.  According to the Play Well Study commissioned by the LEGO Group in 2022 for Adults, engaging in play is not just a leisure activity but a vital part of adult well-being and professional development.

The study reveals that play significantly enhances creativity for 76% of adults and boosts brain functionality, including memory and focus, for 87% of participants. Furthermore, 89% of adults acknowledge the importance of creativity throughout adulthood, although only 36% consider themselves very creative.

This gap underscores the potential of LEGO play in the workplace to bridge the creativity divide, suggesting that such playful activities could significantly contribute to enhancing innovation, problem-solving skills, and overall job performance by reinvigorating the creative capacities of employees.

These insights underscore the importance of integrating play into professional environments, as a strategic approach to foster innovation, improve cognitive abilities, and enhance workplace culture and individual performance. By embracing LEGO play, leaders can inspire innovation and collaboration, fostering a work environment where creativity and well-being are paramount​.

“By inviting a fellow business leader to join me in this LEGO play session, we’re not just building models; we’re building bridges. It’s a powerful reminder that, no matter our positions or responsibilities, at the heart of it all, we’re all builders – of dreams, of connections, of a better tomorrow. Playing with LEGO bricks can actively build workplace bonds, improve creativity and also encourage healthy breaks. Thus, encouraging leaders to inspire their teams to inculcate the habit of building, not only during Ramadan but every day”, said Imhof.

Fahed Ghanim said the initiative was an innovative approach to fostering a renewed sense of community and connectivity during Ramadan. He remarked, “This initiative extends beyond the joy of play, it demonstrates the transformative power embedded within the LEGO brand to connect and inspire creativity across all walks of life.”

“Centred on fostering community and connectivity, Ramadan is an opportune time for us all to rediscover the influential power of play. We hope the collaboration between LEGO Middle East and Majid Al Futtaim will encourage further leaders to take time out and form meaningful connections during the holy month and beyond.”

This Ramadan, LEGO Middle East invites everyone to embrace the spirit of togetherness, creativity, and play. “Build with Everyone” is not just an initiative; it’s a legacy in the making, one brick at a time.