The LEGO® Brand

Yellow LEGO Bricks in a random pattern to visualize a wall

The LEGO® Brand Values

  • Imagination

    Free play is how children develop their imagination – the foundation for creativity. Curiosity asks WHY and imagines possible explanations. Playfulness asks WHAT IF and imagines how the ordinary becomes extraordinary, fantasy or fiction. Dreaming it is a first step towards doing it.

  • Creativity

    Creativity is the ability to come up with ideas that are new, surprising and valuable - and it’s an essential 21st century skill. Systematic creativity is a particular form of creativity that combines logic and reasoning with playfulness and imagination.

  • Fun

    Fun is being active together, the thrill of an adventure, the joyful enthusiasm of children and the delight in surprising both yourself and others in what you can do or create. Fun is the happiness we experience when we are fully engaged in something that requires mastery, when our abilities are in balance with the challenge at hand and we are making progress towards a goal.

  • Learning

    Learning is about being curious, experimenting and collaborating – expanding our thinking and doing, helping us develop new insights and new skills. We learn through play by putting things together, taking them apart and putting them together in different ways. Building, un-building, rebuilding, thereby creating new things and developing new ways of thinking about ourselves, and the world.

  • Caring

    Caring is about our desire to make a positive difference in the lives of children, for our colleagues, our partners, and the world we live in. Doing that little extra, not because we have to – but because it feels right and because we care.

  • Quality

    For us quality means the challenge of continuous improvement to provide the best play material, the best for children and their development and the best to our community and partners. From a reputation for manufacturing excellence to becoming trusted by all – we believe in quality that speaks for itself and earns us the recommendation of all.

The LEGO® Brand Framework

  • The LEGO Brand Framework 2023 updated

The LEGO® Promises

  • Image of two men sitting by a table smiling at each other

    We strive to deliver values-driven results for the LEGO Group and our stakeholders, cultivating an environment where everyone is enabled to succeed and grow together, inspired by the Leadership Playground. ​

    By celebrating differences, through our culture of authenticity, inclusion and energizing play, we create a unique sense of belonging.

  • Image of girl and boy playing in a large cardboard box shaped as a boat

    We strive to consistently deliver experiences that embody the spirit of our brand name, which is derived from the words "play well" in Danish.​

    By creating fun experiences inspired by our unique building system that combine logic and reasoning with playfulness and imagination, we prepare our playful learners for life.

  • Image of two children and a man smiling looking at a LEGO leaf brick

    We strive to play our part in helping build a sustainable future and make a positive impact on society and the planet, which children will inherit. ​
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    By engaging with our entire value chain, we aim for zero environmental impact while driving positive change for children by helping them develop critical skills to thrive today and in the future through Learning through Play.

  • Image of two girls with their arms around one another

    We strive to build partnerships with customers, suppliers and intellectual property partners based on mutual value creation.

    This collaboration, built on shared values, is the best way to meet the challenges and opportunities of our complex world.