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Dream of the Future
Children are our role models. They are curious, creative and imaginative. They embrace discovery and wonder. They are natural learners. These are precious qualities that should be nurtured and stimulated throughout our lives.
At the LEGO Group we are firm believers that children learn best when they are having fun. Stimulating learning through creativity and imagination is considered by experts in the field of child development to be more relevant now than ever before. The natural urge to learn is simply the key to thriving in a challenging world.
By nurturing the child in each of us and by practising the idea of lifelong creativity, imagination and learning, we live these values and this allows us the possibility of passing them on to all of our stakeholders. At the LEGO Group we have created a truly global organisation where employees are open-minded, crave new impulses and are prepared to challenge traditional ways of working and learning. Employees who are confident in individual ideas and ready to take responsibility to do what they find is right for the company. And naturally: LEGO employees who have fun at work are more productive.
I imagine the LEGO Group as the industry leader in breakthrough innovation facilitated by close interaction with children, parents and other vital stakeholders. Through continuous product development and innovative contributions to the LEGO universe, our brand will always stay in tune with current trends and remain a source of profitable growth.
In the future, I see the LEGO brand encompassing more action, more fun, and more excitement than ever before. The LEGO brand will be visible in the everyday family landscape and always within reach for children all around the world. This will enable children at all times to engage in playful activities that encourage hands-on and minds-on creation, togetherness and the sharing of ideas.
In the future, the LEGO Group will continue to break down existing norms and convert them into creativity and imagination on a child's own terms. That's why I picture the LEGO brand as the world's strongest brand among families with children. Maybe not the biggest, but the best. I imagine the LEGO name known by all as a brand experience offering an integrated universe of play designed to stimulate children's creativity, imagination and learning.
Kjeld Kirk Kristiansen
Owner and Vice Chairman of the Board, the LEGO Group
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