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About us
The name ‘LEGO’ is an abbreviation of the two Danish words “leg godt”, meaning “play well”. It’s our name and it’s our ideal. The LEGO Group was founded in 1932 by Ole Kirk Kristiansen. The company has passed from father to son and is now owned by Kjeld Kirk Kristiansen, a grandchild of the founder.
The LEGO Brand Values
Creativity
Creativity is the ability to come up with ideas that are new, surprising and valuable - and it’s an essential 21st century skill. Systematic creativity is a particular form of creativity that combines logic and reasoning with playfulness and imagination.
Fun
Fun is being active together, the thrill of an adventure, the joyful enthusiasm of children and the delight in surprising both yourself and others in what you can do or create. Fun is the happiness we experience when we are fully engaged in something that requires mastery, when our abilities are in balance with the challenge at hand and we are making progress towards a goal.
Learning
Learning is about being curious, experimenting and collaborating – expanding our thinking and doing, helping us develop new insights and new skills. We learn through play by putting things together, taking them apart and putting them together in different ways. Building, un-building, rebuilding, thereby creating new things and developing new ways of thinking about ourselves, and the world.
Quality
For us quality means the challenge of continuous improvement to provide the best play material, the best for children and their development and the best to our community and partners. From a reputation for manufacturing excellence to becoming trusted by all – we believe in quality that speaks for itself and earns us the recommendation of all.
Check out our latest products
Shop our latest sets and have fun! Discover our latest collections and have fun with your friends now!
Unleash your creativity by combining logic and reasoning with imagination and create your own stories using our varied sets. Surprise yourself and your friends with what you can do or create.
Discover now!As a Senior Engagement & Moderation Manager, it’s my responsibility to ensure user creations uploaded to our digital experiences follow the LEGO values and are not harmful to children. I’m part of a dedicated team who has decided to live up to the highest standards, and no opportunity is wasted to remind our online users to stay safe online and how to do so. With increasing online activity it’s also about ensuring we have enough capacity to moderate. We have set the bar high for Digital Child Safety – one of the parameters is that we moderate everything. We have established an internal AI platform that filters bad content away and the rest of the uploads are being reviewed and evaluated before going live.
As a Senior Engagement & Moderation Manager, it’s my responsibility to ensure user creations uploaded to our digital experiences follow the LEGO values and are not harmful to children. I’m part of a dedicated team who has decided to live up to the highest standards, and no opportunity is wasted to remind our online users to stay safe online and how to do so. With increasing online activity it’s also about ensuring we have enough capacity to moderate. We have set the bar high for Digital Child Safety – one of the parameters is that we moderate everything. We have established an internal AI platform that filters bad content away and the rest of the uploads are being reviewed and evaluated before going live.
With LEGO Life we have a social platform for children where we encourage creativity and building. It’s also a channel where kids can connect with other kids, share creations and engage in safe-by-design experiences while having fun. But these days some children are also expressing their concerns and challenges which are not always suited for sharing with other children. Luckily, we have a team that are able to support these children and guide them to help. Amazing people! They are busy just like our external moderation partner supporting our high standards.
