Lego

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Lego is a line of plastic construction toys that are manufactured by The Lego Group, a privately held company based in Billund, Denmark. The company's flagship product, Lego, consists of variously coloured interlocking plastic bricks accompanying an array of gears, figurines called minifigures, and various other parts. Lego pieces can be assembled and connected in many ways to construct objects, including vehicles, buildings, and working robots. Anything constructed can be taken apart again, and the pieces reused to make new things.

The Lego Group began manufacturing the interlocking toy bricks in 1949. Movies, games, competitions and eight Legoland amusement parks have been developed under the brand. As of July 2015, 600 billion Lego parts had been produced. In February 2015, Lego replaced Ferrari as Brand Finance's "world's most powerful brand". At certain points, investing in Lego sets was more valuable than investing in gold.[1]

Lego Responsibility

On their website The LEGO Group mentioned that they are playing their part in building a sustainable future and creating a better, brighter world for our children to inherit. They are joining forces with others to have a lasting impact and inspire the children of today to become the builders of tomorrow. They are focusing on three aspects as their sustainability program, which are children, environment and people.

Children

LEFO believe every child should have an opportunity to achieve their potential. And learning through play is a powerful way to develop skills that will allow children to tackle challenges that lie ahead. By 2022, LEGO aim to bring learning through play to 8 million children each year.

Environment

On the aspect of environment, LEGO are committed to protecting the environment and the planet that children will inherit. They are not just reduce their impact on the environment, they also want to go further and have a positive impact – that means phasing out single use plastic in all our boxes by 2025.

People

LEGO strive to create a responsible place of work for our employees, one in which they can thrive and be their best. They focus on making their workplaces inclusive, safe and motivating, where only the highest standards of ethical business behaviour are maintained. They want all employees to be proud to work for the LEGO Group and help them build a diverse organisation that helps us reach and inspire children, regardless of who they are or where they come from.[2]

Diversity and inclusion

As part of their sustainability program on people, LEGO are committed to building a diverse organisation with a unique sense of belonging to reach and inspire every child in the world. They work with a broad definition of diversity, from gender, ethnicity, background and experience to other dimensions such as lifestyle and family responsibilities. The goal is to increase the representation of all dimensions to reflect the increasingly diverse and global marketplace they operate in.

Diversity depends on inclusion. Inclusion starts with creating a safe space and helping everyone be seen, heard, valued and respected. LEGO believe that the more inclusive they are, the better they will be at developing and empowering everyone to contribute at their full potential.

Their two global priorities are valuing differences and improving representation. The first priority speaks to their commitment to building inclusive behaviours while their priority on improving representation addresses the need to continue to improve their processes and ways of working to ensure equal opportunities for all.[3]

Response to George Floyd's killing

One week after the death of George Floyd in Minneapolis, LEGO asked affiliates to refrain from posting promotional LEGO content as part of our decision to respect #BlackOutTuesday and pause posting content on our social media channels in response to the tragic events in the US," a spokesperson said. "We regret any misunderstanding and will ensure that we are clearer about our intentions in the future."[4]

The news came after the toy book published a copy of an email sent to affiliate marketers by the LEGO group requesting the removal of marketing some products. The list featured more than 30 LEGO products including building sets, mini figures, and accessories featuring police officers, firefighters, criminals, emergency vehicles, buildings, and even a donut shop. the initiative was inline with blackout tuesday. They mentioned products are still available for sale on the company’s website and at the open LEGO stores.[5]

On their official twitter, LEGO also mentioned that they would donate $4 million to education non-profits that teach children about racial equality.

“We stand with the black community against racism and inequality. There is much to do. We will donate $4 million to organizations dedicated to supporting black children and educating all children about racial equality,” its tweet stated.

References

  1. Lego. Wikipedia. Retrieved January 17, 2021.
  2. Sustainability. The LEGO Group. Retrieved January 17, 2021.
  3. Diversity and inclusion. Teh LEGO Group. Retrieved January 17, 2021.
  4. Al-Arshani, Sarah (2020). Lego praised after donating $4 million to black youth and pulling ads for police and white house toy sets. Insider. Retrieved January 17, 2021.
  5. LEGO asks retailers to pause marketing of police sets in the midst of protests. Designboom. Retrieved January 17, 2021.