Children

We believe every child should have an opportunity to achieve their potential. Play nurtures and develops the breadth of skills children need to solve problems creatively while boosting confidence and resilience. The LEGO Group, the LEGO Foundation and LEGO® Education work together to be a force for Learning through Play bringing play to children in need in our communities around the world.
LEGO critters running playfully down hill

Inspiring children to learn through play

Many of our traditional programmes are events-based, bringing children together to learn through play. In 2020, the COVID-19 pandemic forced us to rethink how to reach children and parents with Learning through Play initiatives. In collaboration with the LEGO Foundation, we shifted our focus to financial grants to charity partners in our local communities to help them reach crisis-affected children with vital supplies and opportunities to learn through play to support their well-being and the development of essential life skills.
  • 2018 result
    840,000
    children reached
  • 2019 result
    1,860,000
    children reached
  • 2020 result
    3,229,390
    children reached
    Target
    2,000,000
    children reached
In total we reached over 3.2 million children with our Learning through Play programmes and activities in 2020, our ambition for 2021 is to broaden our reach to at least 3.5 million children.
Virtual Play week logo and a few LEGO figures

Virtual Play Week

Each year, we celebrate play, by inviting all employees to play for a day to experience first hand the power of Learning through Play. However, this year, due to the impact of COVID-19, Play Day became a Virtual Play Week in June 2020.

Every employee received a LEGO® Classic box with an invitation to join us for the Virtual Play Week – five days of live and recorded sessions on the endless creativity, challenges and potential that can be unlocked through play. An invitation to join the event was shared with Merlin Entertainments, which owns the LEGOLAND theme parks, and partner organizations that share our belief in Learning through Play, such as UNICEF, Right to Play and institute of imagination. More than 5,700 colleagues and partners from across the globe played along during the week. This new way of celebrating play has encouraged us to keep on playing, both virtually and physically.