Play Week Play Lab

For Play Week 2024, we partnered with Sport NZ to highlight the essential role of play in children's growth, helping them develop lifelong skills. Our playful campaign—set in a colorful, custom-made 'Play Lab'—aims to "prove the power of play." Guided by a junior scientist, kids explore various forms of play, each building important skills like coordination, problem-solving and resilience. Already driving record engagement, the campaign shows that play is more than just fun; it's a vital foundation for child development, offering families across New Zealand a fresh perspective on play's powerful benefits.