The LEGO Brand Framework
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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

Imagination:
Curiosity asks why? and imagines explanations or possibilities. 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
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
Fun is the happiness we experience when we are fully engaged in something (hard fun) that requires mastery, when our abilities are in balance with the challenge at hand and we are making progress towards a goal. 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
Learning is about being curious, experimenting and collaborating – expanding our thinking and doing (hands-on, minds-on), 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, thereby creating new things, and developing new ways of thinking about ourselves, and the world.

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

Quality
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 play material, the best for children and their development and the best to our community and partners.