Creativity

Check Your Kid's Genius Level by 3-D Printing Einstein's Toy Blocks

Project Is Part of Real Play Coalition Launched in Davos by Ikea, Unilever and Lego

By Alexandra Jardine. Published on Jan 29, 2018

Editor's Pick

Ambitious parents everywhere take note: Albert Einstein's original toy building blocks have been available for 3-D printing as part of a new initiative called The Real Play Coalition backed by Unilever, the Lego Foundation and the Ikea Group.

The project was announced at the World Economic Forum in Davos with the aim of boosting imaginative play in children. The idea is that anyone in the world can download the 3D printing kit and print and play with the exact 3-D replicas of Einstein's small stone toy blocks. Agency Edelman is working with the Real Play Coalition, and Edelman Deportivo's London office worked on the Einstein project.

The Real Play Coalition,was officially launched by Unilever CEO Paul Polman, the Lego Foundation CEO John Goodwin and IKEA Group President and CEO Jesper Brodin in Davos. Among its overall ambitions is a focus on increasing more play opportunities within schools and cities, as well as a multi-city examination of the socio-economic impact of play--or lack thereof. According to the Coalition, at age five, 98% of children score at the creative genius level but by age 10, that drops to just 30%.

The launch in Davos included inviting attendees to "connect with their inner child," and play with exact replicas of the blocks. We're wondering if President Trump was among them--and able to prove that he is, as he claims, "a stable genius."

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Credits

Date
Jan 29, 2018
Agency:
Edelman/Edelman Deportivo
Client:
Real Play Coalition

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