Beyond Profit: How the LEGO Group Is Inspiring Change One Brick at a Time

Growing up, we have all had our fair share of joy in building Legos with our siblings and friends. This iconic fun game has been around for almost a century now. But little do we know that apart from bringing smiles to the faces of millions of children, the company behind LEGO has also made significant contributions to society.  

In this blog from our #BeyondProfit series, we’ll be exploring the hidden side of the LEGO Group and the beacon of positive change this brand has been carrying for years and years. 

So, are you ready? Good! Let's get started without wasting another moment. 

The ‘Build To Give’ Initiative 

Being a toy brand, the LEGO Group has been a huge advocate of playtime for families. To emphasize its importance, the company launched a very successful campaign called ‘Play is Your Superpower.’ The BuildToGive initiative is part of that campaign. 

This initiative was launched back in 2017 with a simple goal; donating LEGO sets to 1.5 million underprivileged children around the world and bringing them the joy of play. For every LEGO brick heart creation shared on social media or the LEGO Life platform with the hashtag #BuildToGive (by a specific deadline), the LEGO Group donates a set. 

The company works with a network of charity partners in over 24 countries for distribution. To this day, they have donated over 6 million LEGO sets to children in hospitals, children’s homes, and deprived communities across the globe. And the impact this initiative has had on our society is remarkable as it brightens up millions of young faces, fosters creativity and values like empathy and giving, and contributes to children's development through play, inducing key skills like problem-solving, collaboration, and communication. 

Children’s Charities

LEGO’s largest customer base is young children and as a token of its appreciation, the brand has been long associated with tons of children charities. Its support comes as part of the Build To Give program or as direct donations to nonprofits working towards the welfare of underprivileged children. 

The LEGO Group runs charitable programs where its local offices partner with initiatives and charities based on what the local children need. While the brand doesn't publicly list all the charities it is working with, it does have a longstanding partnership with UNICEF (United Nations Children's Fund) to promote the importance of play in child development.  

They've also recently partnered with Save the Children to launch the Girls Unstoppable program which empowers and inspires young girls aged 10-13  to become future leaders. 

The LEGO Foundation

As a separate entity, the LEGO Foundation is a major player in all the philanthropic work the LEGO group has been involved in. The foundation operates around the core principle of ‘learning through play’ for children of all ages. They advocate for governments and educational institutions to integrate play-based learning into school curriculums. The idea is to make classrooms more engaging and effective for holistic child development. 

The LEGO Foundation has been successfully achieving its goals worldwide because of its collaborative approach. They partner with NGOs, government bodies, research institutions, and fundraising organizations, giving them tons of leverage in terms of maximizing their reach of impact. Their initiatives primarily focus on underdeveloped countries where access to education and play-based learning is thwarted by economic factors.

Also, they actively promote the importance of play through research and collaboration with thought leaders. Besides, they constantly work towards convincing adults (parents, educators, and policymakers alike) about the transformative power of playful learning.  

Apart from all this, the foundation has also made significant donations. In UNICEF's COVID response, the LEGO Foundation donated approximately 70 million dollars to the cause, making it the largest private donor to UNICEF. They also fund programs that give parents and caregivers the support and means for incorporating play-based learning into their interactions with children.    

In partnership with Save the Children, the foundation has been supporting the emotional and social well-being of vulnerable children during crises and disasters. 

Bottom Line

And that is a wrap! LEGO’s activism for the educational and emotional development of children from underprivileged communities is a token of hope for the future of our younger generations. And their collaborative approach in this movement is even more commendable and inspiring. 

Hope you have been enjoying our #BeyondProfit series and are just as excited for the next edition as we are. Let us know your thoughts in the comments. And as always, stay tuned for more!