LEGO Türkiye opened the LEGO x Toyzz Shop Experience Area, inspired by LEGO City and LEGO NINJAGO, at Vadistanbul. At the event, which will run until September 20, children complete tasks at interactive stations, collect stamps in their booklets, explore sets and create their own adventures. According to the results of The LEGO Group’s “Play Well Study 2026,” 93% of children worldwide are proud of designing and making things, while 91% say creativity gives them self-confidence. In Türkiye, 92% believe creativity reflects their identity. The area aims to turn these findings into a physical experience. Artist Sıtkı Doğan’s LEGO-inspired 3D anamorphic ground artwork in front of Toyzz Shop also offers families an optical illusion and a photo area.
Why it matters
This initiative represents an approach in toy retail that allows products to be experienced through tasks, play and visual content rather than merely displayed on shelves. The high percentages cited in the study show how creative activities are associated with children’s self-perception and self-confidence, while also providing a basis for the design of the experience area. However, because details of the study’s methodology and sample are not provided, it remains unclear to what extent these findings can be generalized to all children and whether the physical event actually produces the stated effects. The initiative is particularly relevant to families seeking to participate in a creative activity with their children, while from the brand’s perspective, it brings the play experience and product exploration together in the same setting. The statement that the event will run until September 20 is based on the announced schedule rather than an initiative that had been completed as of the publication date.
Background
Türkiye is no stranger to the FikirPilot archive: over the past 90 days, we have published 59 news articles mentioning the country, the latest dated September 17, 2026.