We believe every child should have an opportunity to achieve their potential. Play nurtures and develops the breadth of skills children need to thrive and to solve problems creatively while boosting confidence and resilience. The LEGO Group and the LEGO Foundation work together to be a global force for Learning through Play, bringing play to children in need in our communities around the world.
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Reaching more children with Learning through Play
- 2020 result3,229,390children reached
- 2021 result3,513,924children reached
- 2022 result9,800,000children reached2022 target6,000,000children reached
Empowering parents and caregiversOur ‘Prescription for Play’ program is for U.S.-based healthcare providers who see 18- to 36-month-old patients. The aim is to develop parental and caregiver understanding of the benefits of Learning through Play. During routine pediatric visits, families receive a LEGO® DUPLO® brick kit and educational brochure on the importance of play, encouraging them to spend time playing with their children. During 2022, we shipped more than 800.000 brick kits to clinical practices and trained 1,500 providers in Learning through Play and the importance of play for children’s development. We’re beginning to roll out an expansion of the program in China, distributing 250,000 brick kits through our regional partner.Prescription for Play
Build To Give
For many people around the world, the holiday season is a time for joy and togetherness, but for a lot of families it can be a challenging period. For the sixth consecutive year, we encouraged fans and families to get creative and give the gift of play to a child in need, simply by building a gift out of LEGO® bricks.
For every creation shared in stores, at events or on social media using the hashtag #BuildToGive, the LEGO Group donated a LEGO set to a child in need of play. We are proud that by working with our charity partners, we surpassed our goal of reaching 2 million children in 27 countries.Build To Give
Learning about sustainability through play
Build the Change is a playful, hands-on program designed to empower children and give them a voice to address real-world issues for people and planet. The program continued to grow in 2022, engaging 900,000 children in quality Learning through Play activities and increasing our focus geographies from three to five countries, adding Mexico and China to Denmark, the UK and the U.S.
As a part of the LEGO Group’s 90th anniversary, the ‘Fly Away Isles’ playground in Harlem, New York City came to life. Inspired by children’s ideas sourced through Build the Change activities. The playground was a collaboration with artist Hebru Brantley with input from the Brotherhood Sister Sol (BroSis). It received a the Drum award in 2022.
During 2022, we launched a course with the Ellen MacArthur Foundation, ‘A Future without Waste’. This course reached more than 900 educators equipping them to introduce key concepts of the circular economy to their students, such as how we can reduce, reuse and repurpose waste.
Reaching children and families where they are
We continued the successful partnership with PopJam by SuperAwesome. A child-safe creative platform allowing children to express their ideas for a better world through submitting digital drawings and games, reaching 125,000 children during 2022.
An Earth Month event on our own LEGO® Life platform saw more than 3,000 children engage through a series of challenges that enabled them to express their passion for protecting the planet and earn eco-hero badges.
Build the Change events in 2022:
Partnership with the Nature ConservancyIn China, a partnership with The Nature Conservancy saw 5,000+ children in Shanghai and Jiaxing connect with local wildlife and learn about their urban biodiversity through an immersive installation called the Habitat Garden.
Educación para CompartirIn Mexico, a new partnership with Educación para Compartir has seen 12,000+ children across three states receive in-school Build the Change workshops run by expert partner facilitators where children were encouraged to build safe habitats for animals threatened by climate change.
Comic Relief in the UKIn the UK, Build the Change has seen 45,000+ children work on designing habitats for a variety of species with Comic Relief – an annual fundraising campaign to ensure a healthy future for all children.
Partnering with UNICEF Supply DivisionBuild the Change partnered with UNICEF Supply Division in Denmark to gather children’s ideas on child-friendly refugee camps and educational kits being distributed from UNICEF’s humanitarian hub. This successful project brought LEGO® bricks to school children in rural areas of Cambodia, Madagascar, Costa Rica and Egypt and gave them a say in issues that matter to them.
Learning through Play in China
During 2022, we expanded several of our programs in China despite the on-going COVID-19 restrictions.
Learn more about them here:
Partnering with Save the Children in ChinaSince 2019, we have reached 53,000+ children, 2,100+ teachers and 39,000+ parents with Learning through Play in Yunnan Province in China with visible progress for teachers in terms of awareness and capacity to implement play-based learning.
PlayBox in ChinaThrough the PlayBox program in China, we have reached 740,000+ children, donated 37,000+ PlayBoxes and trained 8,000+ teachers and social workers in Learning through Play.
Supporting children and families impacted by COVID-19Since 2020, the LEGO Group has donated DKK 5.8+ million for basic daily supplies, epidemic prevention supplies and play support, including 21,000+ PlayBoxes, to children and families in need.
Build the Change in ChinaOn World Earth Day 2022, 9,000+ children and parents participated in the Build the Change online building challenge to share their ideas for a sustainable future through brick creations. A further 6,000+ children and families participated in the offline version of the challenge.
Promoting inclusive play
Supporting neurodiversityWith the LEGO Group colleagues supporting as mentors and judges, the LEGO Foundation launched a new accelerator program in February 2022, ’Play for All’, which provides equity-free funding and fixed-term mentorship opportunities for social enterprises, ventures and organizations who wish to support autistic children and children with ADHD with play-based learning.Learn more
Expanding LEGO® Braille BricksIn 2020, the first LEGO® Braille Bricks were launched. The LEGO Braille Bricks are a Learning through Play-based concept to teach braille to visually impaired children in a playful way. We continue to extend the availability of the LEGO Braille Bricks in partnership with local sight loss organizations, and LEGO Braille Bricks can now be found in 11 languages and 20 countries.Learn more
D&I partnerships for childrenWe proudly partner with UK-based charity, Diversity Role Models, which works to educate children about inclusivity. We also participate in the Confederation of Danish Industry’s Special Committee on Diversity & Inclusion to contribute collectively with other companies to Denmark’s progress and priorities on D&I.
D&I in products and communication
Infusing diversity & inclusion into product design, marketing and communication is critical to futureproofing our brand, and we continue to evolve D&I in our product to ensure our portfolio makes LEGO® play experiences possible for everyone!
Our 2022 LEGO Play Well Study underlined that children are asking for a fairer, more equitable world with 9 out of 10 (91 percent) saying they care about everyone being treated equally.
LEGO® colleagues bringing Learning through Play to children
Responsible engagement with children
Updated Human Rights and the Rights of Children PolicyWe want to play our part as the leading brand in promoting and respecting children’s rights and well-being, both online and offline. To meet this ambition, we have updated our Human Rights and the Rights of Children Policy to make sure the rights of children are safeguarded in our operations. We also believe that it will help us, through partnerships with NGOs and industry stakeholders, to start identifying and addressing root causes of child rights impacts throughout our value chain and operations.Learn more
Assessing and acting on our impacts on childrenWe have initiated our first Child Rights Impact Assessment around our new factory site in Vietnam and are awaiting the results in the first half of 2023. This will provide us with needed insights and will help to identify key partners to deliver on our responsibility and ambitions towards children in our community.
The LEGO® Digital Empowerment Program
Safer Internet Day 2022We launched a playful campaign on LEGO® Life providing children with critical thinking skills.
Gloom Busters launchWe created Gloom Busters to help children learn good digital behavior in a fun gaming environment. As they playfully explore, children are encouraged to help characters overcome online challenges.
Two Build & Talk activity launchesTwo Build & Talk activity launches empowering families in the UK, U.S., Germany and China on new digital safety topics such as cyberbullying and online security.
Received Gold Play for Change 2022 awardReceived Gold Play for Change 2022 award (Life skills category) for Doom the Gloom and shortlisted for Drum award for Safer Internet Day 2022 kids campaign on critical thinking.
New Build & Talk adventures
Well-being of children at the center of digital design
What does well-being mean to children in a digital age? And how does the presence of technology in children’s formative years affect the way they play and learn? This is the focal point of a study published as part of a new, pioneering partnership called the Responsible Innovation in Technology for Children (RITEC) project, announced in April 2022.
The project is co-founded by the LEGO Group and UNICEF and funded by the LEGO Foundation.Learn more
Council of Europe Digital PartnershipIn June 2022, we joined the Council of Europe’s Digital Partnership, an initiative aimed at fostering cooperation between companies, organizations and the 46 member states of the Council of Europe to shape their digital policies, guidelines, conventions and treaties. The LEGO Group is the first toy company to join and the first partner with an explicit commitment to advance child well-being and child rights across these policies.