The Lego group’s mission has been to inspire and develop the builders of tomorrow through the power of play. They are not just the largest toy maker in the world, but we are also very adored toy brand with consumers. The journey in India has been no different. We have a lot of gratitude for so much love and adulation that we have received from our consumers and what is delightful is that they come in all age groups from all corners of India. We will continue to build the brand brick by brick in the coming years staying absolutely true to and focused on our purpose.
The brand itself is all about legacy. 90 years ago, it was a Danish Carpenter, who started with a small little list of wooden toys in a little workshop in Billund in Denmark. He started with the little line-up of cars, airplanes you use; they were crafted to help local children learn about the world. In these 90 years, we’ve come a long way from the small carpenter’s workshop to a modern global company, which is one of the world’s largest toy brands.
Now, over these ninety years, we’ve had this singular purpose of inspiring and developing the children through play. We do believe that play has the power to change lives and we do believe that when children play, they learn they learn life skills, like creativity and problem solving, communication, resilience, which will help them succeed in a rapidly changing world. Over these years, what has actually stayed constant for us is the passion for fun and high-quality toys and that has somewhere become the group’s legacy. If you look at the term Lego itself, it comes from two Danish words “leg Godt”, which means to play well and from the latest LEGO study the play well study, we have seen that play is something which is not only fun, but also integral to children’s development, family wellbeing, happiness, etc. That’s the legacy that we essentially want to bring to India as well.
As such, we do feel that the past nine decades for us has been just reinforcement of how important plays to children. It is not just fun, it’s crucial to help children develop these life skills, strengthen their bonds and build communities. But we’ve also seen that over the years, with competing pressures on parents and children play often gets deprioritized. This is a 90th year of the LEGO Group and we thought what better way to mark our anniversary than to celebrate what we truly stand for. To mark our 90th anniversary, we have launched our largest ever celebration of play, let’s say, to inspire people around the world to play more, irrespective of what their age, location or interest is. That’s the idea behind launching this largest global campaign.
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