The LEGO Group teams up with UNICEF to help disadvantaged kids in China

The LEGO Group, the LEGO Foundation, and UNICEF have come together to bring learning-through-play to young children living in disadvantaged regions of China.

The partnership will span three years and has an investment of roughly $2.5 million going towards family support programmes. The resources are designed to help parents, teachers, and caregivers understand the importance that play can have in the early development of young children.

The project will reach 200 disadvantaged rural communities across the country. Many of the children involved have been affected by heavy migration, particularly in the regions of Gansu, Guizhou, Hebei, Hubei, Hunan, Inner Mongolia, Jiangxi, Shanxi, Sichuan and Yunnan.

“UNICEF is working with our partners so that every girl and boy’s rights to health, education and protection are achieved,” says Cynthia McCaffrey, UNICEF Representative to China, in a press release. “Upholding these rights in the early years impacts a child’s long-term health, education and well-being. This partnership is important because parents, caregivers and children all have much to gain from play-based learning and positive parenting.”

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Ongoing support will be provided to caregivers by UNICEF, with the support of the LEGO Group and the LEGO Foundation, through both in-person training and online materials.

“We aim to build a future in which learning through play empowers all children to become creative, engaged, life-long learners,” says Diana Ringe Krogh, Head of LEGO Collaboration and Social Ventures at the LEGO Foundation. “Parents, who are their children’s first playmate, are fundamental to that aim and have the opportunity to provide a head start through learning through play, that can last far beyond the early years.”

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