About Us
Our mission: To inspire and develop the builders of tomorrow

LEGO Group among five most reputable companies in the world

The position among the most highly regarded companies is an acknowledgement of the LEGO Group’s ability to create a strong bond with children and parents globally

The Reputation Institute RepTrak® 100 survey conducted in February-March 2015 ranks the LEGO Group as the fifth most reputable company globally. This is a significant improvement from the rank of nine in the 2014 survey, and on par with the rank of five, measured in the beginning of 2011.

“We want any child playing with LEGO® bricks to have a high quality play experience, and in addition we also want to make a positive impact through the way we operate – from our focus on business ethics to reducing our impact on the environment. The survey is a great way of measuring how we deliver on these promises, and we are truly honored by the global ranking result, which is a recognition of the work performed by more than 14,000 dedicated LEGO employees every day,” says Jørgen Vig Knudstorp, CEO of the LEGO Group.

Every year Reputation Institute lets the general public across 15 countries score and rank the companies. This year, in nine out of the 15 countries, the LEGO Group ranks in top 10, with very high scores across North America and Europe. In North America, the LEGO Group reaches the top of the list and receives a ranking as the most reputable company, and in Europe, the LEGO Group achieves a ranking as number 2. 

“Globally, we have worked hard to create a strong relationship with children and their parents for many years. In Europe, we have had a strong presence for decades, and in North America, we are now seeing the third generation of LEGO builders being born and introduced to LEGO play. This means that we have successfully built a long-term bond with children, parents and grandparents,” says Jørgen Vig Knudstorp.

Significant improvement on all dimensions







The survey scores 100 companies on seven dimensions: Products & Services, Innovation, Workplace, Governance, Citizenship, Leadership and Performance. In this new survey from 2015, the LEGO Group improved its scores significantly on all seven reputational dimensions.

“The rank of the LEGO Group is a remarkable achievement. Leading companies in the world are delivering on expectations across more dimensions than just Products and Innovation. A leading company also has to be ethical in the way it does business, has to have engaged employees who are treated well, and it needs to play an active role in society. The results from the 2015 RepTrak® 100 shows that the LEGO Group has built a strong reputation and a trustworthy relation with consumers, so they admire and respect the company behind the famous plastic brick,” says Kasper Ulf Nielsen, Executive Partner, Reputation Institute

Global top 10 – RepTrak® 100 2015 survey:



1: BMW Group



2: Google



3: Daimler



4: Rolex



5: The LEGO Group



6: The Walt Disney Company



7: Canon



8: Apple



9: Sony



10: Intel









Read more about Reputation Institute and the RepTrak® 100 survey here:
www.reputationinstitute.com







Further information



Roar Rude Trangbæk, LEGO Group Press officer



+45 7950 4348



RRT@LEGO.com