Supporting Creativity and Innovation with LEGO
The LEGO Group is building more than towers with its toy bricks – it’s building better communities. With it’s dedication to fostering creativity and imagination in children, The LEGO Group is changing the way children in need play. This month, we are highlighting the company in our Brand Philanthropy Series.
The LEGO Group was founded in 1932 by Ole Kirk Kristiansen. It has come a long way over the past almost 80 years – from a small carpenter’s workshop to a modern, global enterprise that is now one of the world’s largest manufacturer of toys. Fun fact: The name ‘LEGO’ is an abbreviation of the two Danish words “leg godt”, meaning “play well”. It’s the company’s name and the company’s ideal.
The LEGO brand is more than simply the familiar logo. It is the expectations that people have of the company towards its products and services, and the accountability that the LEGO Group feels towards the world around it. The brand acts as a guarantee of quality and originality. The LEGO brand values imagination, creativity, fun, learning, caring and quality. And the organization combines these values into its philanthropic endeavors.
The company loves to help children develop their creativity and learning through play. It focuses its charity activities on children who, due to illness or their social status, have limited possibilities for play experiences. LEGO donates its products to those children and wishes to help as many kids as possible at a time. For that reason, it donates through major international organizations.
More than 5,000 LEGO sets have been distributed via Save the Children Denmark and SOS Children’s Villages. Close to 10,000 LEGO sets have been used as consolation gifts for children confined to public hospitals and other major institutions as well. That’s not all – LEGO UK is working with The National Autistic Society (NAS), The UK’s leading charity for people affected by autism.