In the United States, the tragic death of George Floyd and subsequent protests highlighted the issue of social injustice. Since this impacts children, we announced a donation of US$4 million to charities that support Black children and educate all children about racism and social justice. A taskforce of Black colleagues is overseeing the distribution of the donation.
This donation is just of many supported by the LEGO Foundation and LEGO Group. Since December 2018, more than US$250 million has been donated to support children in need to develop via learning through play.
Most of our employee volunteering activities are held in Q3 and Q4 to coincide with seasonal events.
In Q1, 266 employees participated in volunteering activities. COVID-19 prevented previously planned face-to-face activities and instead, we engaged employees from across the company in creating content for our Let’s Build Together initiative.
Digital child safety & and wellbeing has become immensely important in times of crisis with more children than ever being home and online. As part of the #LetsBuildTogether campaign initiative we have developed and launched digital safety & wellbeing guidance and advice to both children and parents on LEGO.com and LEGO.com/kids.
Our efforts are fronted by our digital safety champion, Captain Safety. In 2019, the Captain inspired more than 660,000 LEGO® Life users to sign the Safety Pledge.
Each year, we celebrate the power of play by inviting all employees to play for a day and inspire them to become ‘Learning Through Play’ ambassadors. However this year, in response to the COVID-19 situation, 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 – 5 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 LEGOLAND theme parks and partner organization who share our belief in Learning Through Play.