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Mission and vision

Over the years many thoughts have been contemplated and many words spoken about what the LEGO® brand should stand for.


What should the LEGO name signal?

In the late 1970´s, Kjeld Kirk Kristiansen introduces new ideas concerning how the LEGO brick and LEGO products in general should be perceived. “Our longterm aim is for the consumer to see the name LEGO as synonymous with a company which manufactures and markets creative quality toys which promote the personal development of children of all ages”, says Kjeld Kirk in 1978. This perception is further enhanced in the 1980s. 


LEGO vision

In 1988, Kjeld Kirk Kristiansen introduces “The LEGO vision”, which will express what the LEGO brand, logo, name, company and products mean to consumers, the wider community and LEGO employees. The aim is to associate the LEGO brand, name, logo and company activities with the following concepts and qualities:


"In my vision – in my dream – the LEGO name is associated not only with our products and with the company. And it is not limited within the confines of specific goals and strategies. The LEGO name has become something universal. A concept which can be defined by the words: Idea, exuberance and values." 

Kjeld Kirk Kristiansen 1988


The dream for 2005

In 1995, the LEGO Group formulates the following objective: “We want consumers by 2005 to view the LEGO brand as the strongest positioned in the world among families with children.” The objective is part of the company’s “strategic platform”, designed to create a uniform mindset and language within the company, which will clarify for employees the shape of future plans. Strategic platform is a component of the Compass management programme that emerges in 1995 and, apart from the above “Corporate Strategic Intent”, consists, among other things, of The LEGO Vision (formulated in 1988) and the fundamental mission statement: “Children are our vital concern”.

The idea of the LEGO vision and objective to become the strongest brand among families with children is regularly supported by new initiatives such as the brand statement from the late 1990s: Just imagine. Later the company also begins to broadcast five values designed to support and guide the company in maintaining the right focus. The five values are: Creativity, Imagination, Learning, Fun and Quality.


LEGO Brand Framework

LEGO Brand Framework is the LEGO Group’s mindset on the brand and the values we attach to it. In 2008, the LEGO Group formulates four promises to its key stakeholders and the community at large. Play promise, partner promise, planet promise and people promise. The LEGO Brand Framework shows clearly and unequivocally, in addition to the four promises, what the Group’s vision, mission, motto and values are. Thus gathering the whole ethos of the LEGO brand in one place. The LEGO Brand Framework is to this day the essence of who we are.


"With the LEGO Brand Framework we are putting into words what the LEGO brand promises our stakeholders. We make very clear the values we promise everyone we interact with – whether they are colleagues, partners in retail, the wider community or – most important of all, of course – the children we deeply care for. "

Jørgen Vig Knudstorp 2009