Children
Building a playful world where children thrive
We want to bring more play into more people’s lives - because play is good for everyone.
For nearly a century, we’ve lived up to our name, helping people “play well” — or leg godt, the Danish phrase behind the LEGO® name. What began as a simple belief has become a lifelong commitment. And today, playing well matters more than ever.
Play is a powerful force of joy and a way children make sense of the world. In fact, 9 in 10 parents agree that playing as a family is important to their family's happiness and overall wellbeing*.
Through play, children strengthen connections, nurture creativity and identity, and build resilience and confidence – skills that support their happiness and healthy development now and into the future.
That's why we're working to build a more playful world where all children thrive.
Our social impact initiatives help unlock the power of play, positively impacting millions of children around the world every year.
What we do
Make play more accessible
Every child deserves to experience the benefits of play. We help children and families tap into the power of play when they need it most.
Amplify children's voices
Children are more than our role models. We believe they have ideas, opinions and the power to shape a better future. Through play, we help children express themselves, build confidence and have their voices heard.
Support digital play
As children move seamlessly between physical and digital worlds, so do we. We champion positive digital play where children’s rights, safety and wellbeing come first.
Play can shape healthier, happier lives - but we can’t do it alone.
That’s why we advocate for play to be prioritised on the global stage, including helping to establish and continuing to champion the UN’s International Day of Play.
We also collaborate closely with partners, educators, communities, our colleagues, and most importantly, children themselves. Their voices inspire, challenge and guide our work every step of the way.
Together, we can build a better, more playful world.
*Data from the LEGO® Play Well Study 2026, with insights from a total of 45,000 respondents from across 30 markets between December 2025 and January 2026. Respondents included 30,000 parents with children aged 1-12 years old, and 15,000 children aged 5-12.