Build Brand Trust Brick by Brick

How the LEGO Group is increasing its audience, reducing its footprint and maintaining integrity.

Ben Roberts, Content Director

March 17, 2022

2 Min Read

The LEGO Group is constantly innovating, from collectors sets and new collaborations to ethical packaging, diversity and sustainability initiatives. Not because it should, but because of its ongoing belief in creating a better world for children to inherit. 

In turn, the LEGO Group was named the world’s most reputable brand (source: Global RepTrak). In 2021, consumer sales grew 36%, marking a revenue growth of 43% ($3.5 billion) and doubled operating profits to $1.2 billion. 

LEGO sets frequented the must-have lists of consumers worldwide through lockdowns and holiday seasons, with LEGO “Star Wars,” LEGO City, LEGO “Harry Potter” and LEGO Creator Expert becoming top-performing themes in a long catalog of innovative products. Annual brand growth has cyclically supported new in-house initiatives, most notably the promise to invest $400 million over three years to accelerate sustainability programs through the brand, LEGO Education sets and give-back program through the LEGO Foundation. Each initiative plays an essential part in the ongoing context of the LEGO brand. 

“At the LEGO Group, we know that we have to take urgent action to protect the world that children will inherit,” says Emily Jacobs, head, in-bound licensing, The LEGO Group. “Sustainability to us is being environmentally and socially responsible for playing our part in building a sustainable future and creating a brighter world for children to inherit. We are guided by our Planet Promise, an approach built on the idea of leaving a positive impact on the planet and the children and people who live on it. Our current focus is on making products and packaging from more sustainable materials, reducing our CO2 emissions, ensuring a safe, diverse and inclusive play experience, and working closely with the LEGO Foundation to inspire children globally to learn through play. We are aware that we cannot change the world on our own. That’s why it’s important for us to join forces, inspire and learn from others to push ourselves further. It’s also important to us that children’s voices on sustainability are heard, and we want to help give children a greater platform.” 

Want to learn more? Check out the February issue of License Global now! 

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About the Author(s)

Ben Roberts

Content Director, License Global

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