Lego and the childhood of many children around the world

Protect your childhood
   LEGO always emphasizes, all of their activities will still focus on the development of children above all. The primary concern is how through play, children can develop to the fullest extent, bringing the brightest future to the world.
   LEGO believes that at present, the role of "play" is still underestimated, even many opinions are equating that children's love of playing and playfulness is a manifestation of "laziness". Many parents, if they allow their children to play, still have the same opinion: play to play, learn to learn. But is "playing out, learning out, learning" really effective?
   LEGO's Play Well report shows that 83% of children say they learn better when games are included in the lesson. 93% of parents and 81% of children believe that lessons should be integrated with games. However, 64% of parents admit that their children today have to study too much and many children are falling into "no childhood".
   Every year, LEGO has dozens of campaigns large and small with the participation of millions of children around the world. Participating in these campaigns, children can both play and learn practical lessons about communication, sharing, environmental protection, etc.
   In 2018, the Build To Give campaign donated more than 520,000 LEGO sets through charity partners across 20 countries to poor children who could not afford to buy toys. More than 270,000 children participated in extracurricular activities organized by LEGO such as Build The Change. This is a program that gives children the opportunity to use LEGO bricks to express their ideas to create positive change for society and the environment where they live. Build The Change has been held in 15 countries around the world.
   The LEGO Social Responsibility Report says that in 2018, a total of 840,000 children in 26 countries around the world participated in LEGO events to unleash their fun and creativity.
Protect your parents
   Not only cares about children, LEGO also cares about their parents. The closest is the people who are working for LEGO, they also have children, and only when they are properly protected can their children develop fully.
LEGO focuses on employee wellbeing, creating a safe, family-friendly workplace that motivates workers and maintains the highest standards of ethical behavior. LEGO wants to ensure that all employees involved in the production of LEGO products are treated fairly and with respect.
   Every year, LEGO conducts motivation, satisfaction and work-life balance surveys of all its employees, evaluating the results against similar companies in 18 countries to ensure that employees LEGO members are enjoying the most suitable mode. In 2018, the motivation and satisfaction index increased by four points compared to 2017. The occupational accident injury index decreased from 1.4 to 1.3. In terms of gender equality, 43% of employees at management level and above at LEGO are women, which is 3 percentage points above the target.
   LEGO also improved mechanisms related to parental leave, support for female workers with breastfeeding, child care, and flexible work arrangements. Those are important actions for LEGO to contribute to "preserving childhood". By implementing policies towards family happiness, LEGO Group has always been a leading corporation in supporting employees in taking care of their children.
   In China, millions of children are left behind by their parents in rural areas to work in the cities. This problem causes serious effects on the development of children. In light of that, LEGO has partnered with IETP (ICTI Social Toy Program) to sponsor children of employees at five LEGO Chinese factories to participate in summer camps so they can meet their parents. A total of 110 children had a real summer with their parents.
Protect the future
   LEGO implements a set of 3 standards: reuse - recycle - use efficiently. LEGO removes single-use plastic from all packaging and boxes. The new LEGO packaging will be made from sustainably sourced or recycled materials. At the same time, optimizing the use of product packaging, packaging design makes it easier for consumers to recycle.
   Plastic made from plants? In 2018, LEGO started using green polyethylene, a plastic derived from sugarcane grown in Brazil. This bioplastic is quite similar to traditional polyethylene but comes from a sustainable source of materials. Bioplastics meet the highest standards for quality and safety. This is an important first step on the journey towards using 100% sustainable materials by 2030.

   In addition, activities using renewable energy, reducing greenhouse gas emissions, and responding to the impacts of climate change are all part of LEGO's social responsibility program. LEGO also requires all partners to adhere to the LEGO Group's Responsible Business Principles and be prepared to terminate cooperation if they show signs of violation.
LEGO's "choose friends to play" was most evident in the end of a 50-year partnership with Shell in 2014, when the environmental organization GreenPeace exposed the truth about Shell drilling in the North. Extreme.LEGO: Everything is NOT awesome.00:01:45
LEGO: Everything is NOT awesome.
   “We look at different ways how to deliver on our promise to bring even more creative play to children. We clearly see that everything is stopping, we will not renew our advertising partnership with Shell when the current contract ends," said Jorgen Vig Knudstorp, President and CEO of LEGO Group.
   However, LEGO said it did not appreciate the way that GreenPeace used LEGO images to attack Shell without permission. But the video using the LEGO product itself to call "save the North Pole" with the title "LEGO, it's not great" was extremely influential at the time.