"Play should not be limited to homes and schools - it should extend into our streets, parks and public spaces," said Julia Goldin, chief product and marketing officer at LEGO Group. "This World Play Day we're providing kids with a platform to share their brilliant ideas, transforming their bold concepts into playful experiences that everyone can enjoy, and that we hope will inspire lasting change for generations to come."

The Shanghai event coincides with a broader push by LEGO Group to widen its reach in China, particularly in the year when the long-awaited LEGOLAND Shanghai Resort is opening on July 5.

Covering 318,000 square meters in the city's Jinshan district, the resort, which is the world's largest LEGOLAND, comprises a theme park and a hotel for children ages 2 to 12 and their families.

Goldin added that China continues to be a high-potential market for the company.