The LEGO Brand Framework
The LEGO brand is more than simply our 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
Curiosity asks, ”Why?” and imagines explanations or possibilities (if.. then). Playfulness asks what if? and imagines how the ordinary becomes extraordinary, fantasy or fiction. Dreaming it is a first step towards doing it.
Free play is how children develop their imagination – the foundation for creativity
Creativity is the ability to come up with ideas and things that are new, surprising and valuable. Systematic creativity is a particular form of creativity that combines logic and reasoning with playfulness and imagination.
Fun is the happiness we experience when we are fully engaged in something that requires mastery (hard fun), when our abilities are in balance with the challenge at hand and we are making progress towards a goal. Fun is both in the process, and in the completion.
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.
Learning is about opportunities to experiment, improvise and discover – expanding our thinking and doing (hands-on, minds-on), helping us see and appreciate multiple perspectives.
Caring is about the desire to make a positive difference in the lives of children, for our partners, colleagues and the world we find ourselves in, and considering their perspective in everything we do.
Going the extra mile for other people, not because we have to – but because it feels right and because we care.
Caring is about humility – not thinking less of ourselves, but thinking of ourselves less.
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.
For us quality means the challenge of continuous improvement to be the best toy, the best for children and their development and the best to our community and partners.