Building Relationships with Lego


If there’s one thing that the Danish juggernaut toy company Lego has done consistently since its inception in 1932, it’s enriching childhood for kids all over the world. Sure, you could make the argument that all toy companies brighten the lives of young people, and that may be a defendable position, but few of these businesses inhabit that sweet spot between practicality and constructive creativity like Lego. Playing with these colorful building blocks inspires children of all shapes and sizes and stimulates right-and-left-brain thinking alike.

The Taiwanese branch of The Lego Group recently added yet another dimension to its business with a heartwarming installation and socially conscious promotional campaign in Taipei—China’s capital city and a place where the working hours are so long that the youth are lucky to spend any quality time with their fathers after hours.

Hsiao Feng, a young boy whose father works into the night repairing cars, was chosen via a casting call. Lego Taiwan filmed him creating a super car with their product that Feng explained wouldn’t need repairs. This would allow his father to be less tired and could free him up for family bonding time. As the video below illustrates, Feng’s father was caught off guard and deeply moved by seeing his son’s feelings and imagination displayed on a 100-meter screen outside the Taipei Arena stadium before the video got distributed out to social media.

Kevin Hagino, Senior Regional Brand Manager, Southeast Asia at Lego, had this to say: “At Lego, we have a mission to inspire imagination and creativity to develop the builders of tomorrow through play. Our kids are all creative geniuses, and we want parents and the world to see how amazing they are. Hsiao Feng’s message to his father is a powerful message to all parents. We all have busy schedules — but a childhood doesn’t last forever. Through this film, we hope to inspire parents to value the importance of their child’s imagination, and give it the encouragement and attention it deserves.”

About Author

Jason Kushner is a videographer, editor, writer and filmmaker living in the Greater Atlanta Area. With an educational background combining film and journalism, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa,, Starline Films and Digital Signage Connection. His 2009 documentary American Colonies: Collapse of the Bee became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival.  In 2015, he became Digital Media Editor for Digital Signage Expo, LightShow West and LED Specifier Summit and has since become Digital Content Manager for those shows’ parent company, Exponation.

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