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LEGO Brand Retail
As children shape their own worlds with LEGO bricks, we play our part in having a positive impact on the world they live in today and will inherit in the future.
Inspire and Develop the Builders of Tomorrow
LEGO play starts to release a child’s potential from the moment they pick up their first brick.
The name ‘LEGO’ is an abbreviation of the two Danish words “leg godt”, meaning “play well”. It’s our name and it’s our ideal.
The LEGO Group was founded in 1932 by Ole Kirk Kristiansen. The company has passed from father to son and is now owned by Kjeld Kirk Kristiansen, a grandchild of the founder.
It has come a long way over the past almost 85 years - from a small carpenter’s workshop to a modern, global enterprise that is now one of the world’s largest manufacturers of toys.
The LEGO brick is our most important product. We are proud to have been named “Toy of the Century” twice. Our products have undergone extensive development over the years – but the foundation remains the traditional LEGO brick.
The brick in its present form was launched in 1958. The interlocking principle with its tubes makes it unique and offers unlimited building possibilities. It’s just a matter of getting the imagination going – and letting a wealth of creative ideas emerge through play.
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.
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.
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.