Responsible engagement with children
At the LEGO Group, whenever we engage with children, we always put their interests first by respecting and supporting their rights and well-being in every interaction we have with them. This includes our digital play experiences that are safe-by-design and use our responsible gaming framework to deliver accessible, socially responsible and inclusive products and services for gamers of all ages.
Protecting children’s rights
We are dedicated to respecting and promoting children’s rights, such as their right to play, to be safe, to be heard, to participate and to reach their full potential.
In 2015, we were the first toy company to commit to the 10 Children’s Rights and Business Principles, outlining how companies should respect children’s rights and safeguard their well-being.
Since then, we’ve worked with UNICEF to develop best-practice tools to inspire companies across a number of issues, including child safeguarding and promoting diversity and inclusivity.
Making digital play safe
As a brand that’s all about play, we’re dedicated to ensuring it’s safe, whether children are engaging in a physical or digital play experience.
Children deserve a digital world that puts their best interests at heart; where experiences and engagements are designed and embedded with their rights, safety and well-being at the core.
That’s why we strive to build online experiences which are age-appropriate and safe-by-design, so that children can enjoy online opportunities with reduced risk and increased resilience.
Empowering families to be digitally smart
We want to empower children and families to learn good digital habits and thrive online through playful learning experiences.
Our fun and free resources to help parents and caregivers empower their children to stay safe online, and we have embedded digital literacy skills into a selection of free-to-play LEGO® game experiences.
Giving children a voice
The right to play and freely express thoughts and ideas are fundamental rights of all children. We’re working to expand and develop our child participation strategy and co-create with children across our business, not just on products and experiences but on our strategies and sustainability goals.
Wellbeing by design
Since 2021, the LEGO Group has been working with UNICEF, the LEGO Foundation and experts around the world to understand what wellbeing looks like for children in a digital age and how it can be impacted by digital game design.
Based on the findings from the Responsible Innovation in Technology for Children (RITEC) research project, we are integrating a 'wellbeing by design approach' in our digital LEGO products, to ensure that digital worlds are designed with children’s rights, safety and wellbeing at their heart. As part of this, we have developed a set of key principles and a design toolkit – our Digital Design Principles for Kids - which build on expert knowledge about protecting children’s rights, learning through play and wellbeing.
Safeguarding children
We have a duty of care for all the children and young people who interact with us and we believe it is everybody’s responsibility to make sure children are kept safe and have the best outcomes when meeting the LEGO Group.
Through our child safeguarding activities, including training and background screening for colleagues and child safeguarding due-diligence assessments of our partners, we support all children to have safe interactions with the LEGO® brand.
Partnerships
The LEGO Group is working with expert and globally recognized partners to deliver on our mission to inspire and develop the builders of tomorrow. As well as working with UNICEF to launch and implement policies and frameworks for responsible engagement with children, we have also worked with a number of other world-leading expert organizations including the DQ Institute, an international think tank on digital citizenship and child online safety, to help children develop much-needed digital life skills.