At the LEGO Group, children are our role models. They are always exploring, creating and discovering. They are intuitive learners with a hands-on and minds-on approach to life. Play is critical to inspiring this innate approach to learning, and creative play experiences can empower children to learn and develop critical life skills.

I have seen how important play was for my own two children. It encouraged them to invent, problem-solve, collaborate and have fun. It is a powerful force and an essential element of every child’s development. Research has consistently shown that play is not just enjoyable – it also fulfils a crucial role in learning and preparing children for challenges in childhood and throughout adulthood.

As more and more children around the world connect digitally, the importance of delivering playful experiences within safe online playgrounds has become a vital issue for the toy industry to address. For 85 years our company values of imagination, creativity, fun, learning, caring and quality have been instrumental in the LEGO Group’s commitment to providing the best play experiences with LEGO® bricks. Those same values now guide our ambition to deliver inspiring and safe digital experiences.

Innovation in digital technology represents a tremendous opportunity for bringing playful and educational experiences to children around the world. However, it also presents fresh challenges for responsible brands that strive to deliver high levels of safety, while inspiring empowerment and creativity in children as they grow and develop.

Together with our partners and industry experts, we strive for our digital experiences to be as safe for children as our physical play materials. We were the first company in the toy industry to establish a global partnership with UNICEF, and we are committed to promoting and implementing the Children’s Rights and Business Principles in our work. UNICEF and the International Telecommunication Union’s Guidelines for Industry on Child Online Protection have been incorporated into the development and implementation of the LEGO Group’s Digital Child Safety policy. The policy affirms our respect and support for the rights of children, strengthens child protection governance across the company and underlines the LEGO Group’s commitment to providing safe and enjoyable digital experiences, while empowering children to play, learn and share.

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