All children have the right to fun, creative and engaging play experiences. Play is essential because when children play, they learn. As a provider of play experiences, we must ensure that our behaviour and actions are responsible towards all children and towards our stakeholders, society and the environment. We are committed to continue earning the trust our stakeholders place in us, and we are always inspired by children to be the best we can be.
Innovate for children We aim to inspire children through our unique playful learning experiences and to play an active role in making a global difference on product safety while being dedicated promoters of responsibility towards children.
Environmental leadership We want to create positive impact on society, and an important part of this ambition is to reduce our environmental impact. We want to address climate change by reducing our emissions through improving our energy efficiency, and we want to source and use resources responsibly and to improve our waste management. This is to ensure we do not consume resources and materials at a faster rate than they are regenerated, so that future generations can also benefit from the same variety of resources and materials our generation has access to.
Caring, ethical and transparent In our daily work we strive to uphold the highest ethical business standards and business practices, with respect for human and labour rights, while doing everything we can to promote and protect our employees’ well-being and safety. We will never sacrifice our values or purpose for the sake of short-term profit.