CEEIA Experience


Empowering children through play

LEGO is more than just a toy company, it’s a learning tool and a critical part of educational curriculums. That’s why each year, LEGO’s education group attends the China Educational Equipment Industry Association (CEEIA) to display its latest innovations and get in front of educators. This year, the LEGO Education SPIKE™ Prime robotics kit was front and center and we wanted to make sure that everyone at the show could experience all that the brand has to offer.

The LEGO SPIKE Prime robotics kit introduces middle school-aged students to robotics, engineering, and coding in a way that’s simple and goal-oriented. In China parents and teachers don’t often empower children to PLAY with toys, they focus more on learning, but LEGO Education Spike Prime provides children with both – helping children learn through PLAY.

Our design of interactive exhibits and new product training workshops showed retailers they could experience how LEGO Education SPIKE Prime can help students of any level learn how to think critically, analyze data, solve real-world problems – and have fun doing it! We also created the LEGO Education confidence lab to show how to an empower children through PLAY – giving them the tools, skills and confidence to grow and be educated as individuals.

Tailored for different ages, the exhibits offered primary students the opportunity to create programs for simple movements, while more advanced students could participate in the “hopper race” where they wrote their own program using the new SPIKE Prime kit to win the race.

CEEIA guests experienced the same step-by-step building process as future students, seeing for themselves how in the STEAM fields, LEGO Education SPIKE Prime helps every learner become a confident learner.

We set out to spread awareness and educate people about SPIKE Prime – and succeeded:

  • Drawing 3,000 visitors
  • Creating 450 potential new leads
  • Garnering 2M+ impressions on social media during the event
Let's Chat