A City Built for Play: The LEGO Group transforms Dubai into the ultimate playground

Life in the city can sometimes feel like it’s stuck on repeat — fast-paced, routine, and a little too serious. In the midst of deadlines and daily duties, we often forget the joy of simple moments: a child’s laughter, running barefoot on the sand, or just doing something for the sheer fun of it.

This year, the LEGO Group is shaking things up. In collaboration with Dubai Municipality and Dubai Design District (d3), part of TECOM Group PJSC, the “Never Stop Playing” initiative is set to reimagine the everyday, turning familiar corners of Dubai into playgrounds of wonder.  

Think giant LEGO® swings, seesaws, and towering brick-built cranes — these larger than life installations will invite everyone, young and old, to stop, smile, and rediscover the magic of play. As part of the global Rebuild the World campaign, the initiative will see Dubai transform into a city of play with giant, interactive LEGO installations popping up across eight iconic locations from 12^th – 30^th September. 

The Never Stop Playing initiative encourages families, friends, and communities to reconnect with play as a powerful tool for creativity, confidence, and togetherness, reminding them that play is for everyone, no matter their age. The program follows global LEGO Group research revealing that many children feel pressured to grow up too quickly, with nearly half admitting they’ve stopped playing certain games because they’re told it’s ‘childish’. 

The immersive city-wide LEGO builds aim to inspire people of all ages and invite them to pause, imagine, and embrace the joy of playfulness — whether by taking on a giant LEGO swing at the iconic Dubai Frame, balancing on oversized seesaws in d3, or discovering unexpected LEGO characters in the community parks. 

The giant LEGO builds will appear across Dubai’s most recognizable and community-focused destinations, including: 

• Dubai Design District (d3) 

Giant LEGO Seesaws, hopscotch and giant LEGO Claw Crane  

• Dubai Frame  

Giant LEGO Swing  

• Al Barsha Pond Park  

Oversized LEGO Pigeon & Turtle  

• Blossoms Park, Nad Al Sheba 

Oversized LEGO Heart & Hummingbird  

• Al Khawaneej Pond Park  

Oversized LEGO Cactus  

• Jumeirah Beach 3  

LEGO Skateboard  

• Jumeirah Beach 2  

LEGO Beach Build and Lifeguard Tower 

• Umm Suqeim Beach  

Giant LEGO Bucket & Spade 

With Never Stop Playing, the LEGO Group is inviting everyone across Dubai to pause, play, and reimagine what’s possible.”