Lego: Building a New World Brick by Brick

THE LEGO GROUP (Billund, Denmark) has hit the mid-2020s like a ton of bricks. The $9.65 billion company, whose wooden toys first became a Danish household mainstay in 1932, later exploded beyond Danish playrooms to become an international success. The plastic interlocking blocks and figurines we know today were introduced in 1958. (The brand name is derived from the Danish “leg godt,” or “play well.”)

Currently, Lego has more than 1000 stores around the world. Most memorable to U.S. consumers is its prototype Lego Imagination Center, opened in 1992 in Minneapolis’ Mall of America, a retail store that also features creative Lego-block sculptures and a play area with bins of blocks for guests. Expanding beyond brick-and-mortar, there have also been Lego-themed films, games and 11 Legoland amusement parks.

But the Lego phenomenon has become so much more than that. Its efforts toward inclusion, innovation and public good, perhaps even more than its market successes, are why it was named the 2024 VMSD/Peter Glen Retailer of the Year.

this image: With interactive play areas at many of its stores, Lego operates more than 1000 retail locations worldwide, in addition to 11 Legoland theme parks.

For the Neurodiverse

Earlier this year in April, as a part of World Autism Acceptance Month, Lego, partnering with neurodiversity advocacy nonprofit KultureCity, announced certification of all its U.S. and Canadian stores as “KultureCity Sensory Inclusive,” with plans to expand the initiative to more countries by the end of the year. This means enhancing accomodations at retail spaces for visitors considered to be neurodiverse, which includes diagnoses like Autism, ADHD, Dyslexia or Tourette’s Syndrome. Lego store staff were trained on neurodiversity and how to welcome those with sensory needs, and stores provide free “sensory bags” available at checkout, containing items such as noise-reducing headphones, fidget tools and visual cue cards.

“We know the Lego System in Play is enjoyed by neurodivergent fans of all ages and we want to support, inspire and celebrate their creativity,” Colette Burke, Lego’s Chief Commercial Officer, said in a statement. “We hope that the changes to our stores, publications and family attractions will have a positive impact and help embrace the diverse needs and strengths of our fans globally.”

For Different Needs

The Lego Braille Brick initiative was expanded this year to Nordic-, Dutch- and Portuguese-speaking markets. It was previously rolled out in English, French, German, Spanish and Italian. Designed for Lego fans who are blind or have low, limited or partial vision, as well as family members and educators, these bricks have printed letters and numbers and studs that correspond to the Braille system, allowing everyone to create, regardless of their needs. The program was named a “TIME” Best Invention of 2023 and awarded Accessible Product of the Year by Scope Disability Equality Awards 2024 in the U.K.

For Outer Space

The European Space Agency (ESA) used meteorite dust to 3D print Lego bricks to model and test the use of space materials in building launch pads and astronaut shelters on the moon, announced in June. In commemoration, a selection of these meteorite Lego bricks were displayed in Lego stores around the world “to inspire the builders of tomorrow of how Lego brick-building can help solve out of this world problems,” the company says.

this page: Lego is expanding its inclusive and sustainable initiatives throughout 2024 and beyond.

For the Planet

This year, Lego set in motion its Supplier Sustainability Program, with its goal to cut carbon emissions caused by its supply chain partners – a 37 percent reduction by 2032 and net zero by 2050. The company is also reducing greenhouse gas emissions from its own operations, reducing energy consumption and increasing its renewable energy capacity by 60 percent from 2022, with plans to double it by 2026 compared to 2024. “Sustainability is a license to operate and a requirement of how we do business, including how we select our suppliers,” said Lego Group Chief Sustainability Officer Annette Stube. “The Supplier Sustainability Program is founded on collaboration and the power of working together to create real, lasting change and a more sustainable future.”

And Lego’s in the game.

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PHOTO: LEGO