Real Play Coalition (Unilever, IKEA, The LEGO Foundation and National Geographic)
A global platform for play – built to inspire kids everywhere
Play isn’t just fun – it’s fundamental (sorry for the pun).
At Creature & Co., we’re all big kids at heart – and proud of it. We believe in the power of play. It sparks joy, builds confidence, teaches resilience and fuels imagination – all essential for children’s development. But today, many kids are missing out. In busy cities and overstretched households, play is being squeezed out of everyday life.
That’s where the Real Play Coalition came in. Formed by Unilever, IKEA, The LEGO Foundation and National Geographic, this global CSR partnership set out to put play back on the agenda – for families, educators and policymakers alike.
And we were thrilled to help bring that mission to life.
Building a digital home for play
The Real Play Coalition needed a digital platform that could reach families around the world – and make play feel fun, easy and inclusive for everyone.
Our team at Creature & Co. designed and developed a playful, fully responsive website and app filled with over 170 fun activities. From household orchestras to DIY toy design, these activities were designed to boost kids’ creativity, confidence and wellbeing – wherever they were.
To make play truly accessible, we built a custom “Play Generator”. This smart tool let users filter by setting (indoors, outdoors, on-the-go), number of players and age range, then served up a tailored list of simple, screen-free ideas. Think tower building games, photography challenges, animal acting and more.
We also created a full brand identity, style guide and digital ecosystem – from logo design and platform UX to monthly newsletters and content full suite of social channels.
Driving measurable change
170
activities
16k+
website visits
2
apps created
4
partner organisations
Playtime
This wasn’t just about raising awareness – it was about getting families to actually play. And it worked.
For us at Creature & Co., it was a lovely reminder of why we do what we do: to create purposeful, playful content that makes a real difference in the lives of children and families everywhere.
So, who wants to play?
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Ready to partner?
Let’s start with a chat. Big idea, small problem or “we’re not quite sure yet” – it all starts the same way. A conversation. If it feels like we’re a good fit, brilliant. If not, you’ll still leave with a few good ideas and no awkward sales follow-ups.
