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

Safe online play

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In a globalised and digitalised world, it is important to promote the benefits of fun, safe and educational online opportunities for children while minimising any potential risks.

  • We aim to enable more children to gain the benefits of the digital environment such as the ability to access information, have fun and manoeuvre the digital world.
  • We have developed a Digital Child Safety policy to provide global direction for our actions.
  • We aim to reduce potential risks during children’s online interaction with the LEGO Group, promote understanding of digital child safety issues, and ensure all digital content not aimed for children is clearly labelled.


Promoting benefits of online engagement for children while reducing potential risks

We provide children with fun, safe and enjoyable digital experiences within which they can create, play and have fun, while learning good digital behaviour that adds value to children throughout their lives. However, there are risks to digital engagement and together with our partners, we work to reduce the risks that online interactions may pose to children.


Our Digital Child Safety policy provides global direction

We have developed a Digital Child Safety policy. The policy provides global direction for the LEGO Group and will be implemented through mandatory training and guidelines. Furthermore, we strengthened our Responsible Marketing to Children policy and ensured that all employees working in commercial communication receive training to ensure global compliance with our standards. The Digital Child Safety policy will also apply to our partners who work with us to deliver LEGO® branded experiences.


We aim to reduce any potential risks for children during online interaction with the LEGO Group

Firstly, the Digital Child Safety policy aims to prevent, respond to, and resolve potential risks during children’s interaction with our digital experiences. Secondly, the policy promotes a common understanding of digital child safety issues, facilitating best practice development across the business areas where we engage with children and further strengthening our governance, documentation and accountability. Lastly, the policy ensures all digital content not aimed for children is clearly labelled, user generated content complies with LEGO® policies, and reporting tools are used to ensure inappropriate content is quickly removed.


The LEGO Group’s Digital Child Safety policy

  • We will provide children with fun, safe and enjoyable digital experiences within which they can create, play and learn good digital habits that will add value to children throughout their digital lives.
  • We recognise children as key stakeholders of the organisation and holders of rights.
  • We will empower parents to understand the potential risks of the online world, as well as the opportunities, and where relevant, provide them with the controls to tailor their child’s digital LEGO® experiences.
  • We will use tools (e.g. moderation) and ‘house rules’ to create a child-friendly environment.
  • We will have adequate and robust escalation processes in place so that misuse is dealt with swiftly and effectively.
  • We will meet industry standards for Digital Child Safety, e.g. as set forth by the UK Council for Child Internet Safety & UNICEF/ITU Child Online Protection initiative.
  • We will conduct regular self-assessments to measure compliance with this policy.