The LEGO Group
Budget
€900 — €0
EP Access
4
accredited persons
Staff
6
3.35 FTE
EU Grants
None
Mission & Goals
The LEGO Group is a privately held company based in Billund, Denmark. The name ‘LEGO’ is an abbreviation of the two Danish words “leg godt”, meaning “play well”. The LEGO Group was founded in 1932 by Ole Kirk Kristiansen. The company has passed from father to son and is now owned by Thomas Kirk Kristiansen, a great-grandchild of the founder. The LEGO Brand’s mission is to ‘inspire and develop the builders of tomorrow’, with children as our role models. In 2003, the LEGO Group became the first toy company to join the United Nations Global Compact. We strive to play our part in helping build a sustainable future and make a positive impact on society and the planet, which children will inherit. By engaging with our entire value chain, we aim for zero environmental impact while driving positive change for children by helping them develop critical skills to thrive today and in the future through Learning through Play.
EU Legislative Interests
Learning through play policies, such as: Youth & Skills Agenda, Digital Education Action Plan, EU Strategy on the Rights of the Child, Innovative Education // Digital policies, such as: Digital Services Act, Digital Markets Act, Better Internet for Kids Strategy (incl. EU Action Plan on Cyberbullying), EU Regulation to tackle CSAM, Artificial Intelligence, Data related policies (e.g. GDPR, e-privacy, EU – US DPF, Data Act), AVMSD, Consumer protection in a digital environment (incl. Digital Fairness Act), VAT in the Digital Age, NIS2 Directive, Digital Omnibus. // Environment and Sustainability policies, such as: Ecodesign for Sustainable Products Regulation, Packaging and Packaging Waste Regulation, Green Claims Directive, Empowering the Consumer for the Green Transition, Right to Repair Directive, Bioeconomy Strategy, Circular Economy Act, Biobased Plastics, Single-Use Plastics Directive, Deforestation-free Products Regulation, Batteries Regulation, Chemicals (REACH & RoHS), Corporate Sustainable Due Diligence Directive, Corporate Sustainability Reporting Directive , Forced Labour Ban Regulation, Conflict Minerals Regulation, Environmental Omnibus // Climate and Energy policies, such as: Renewable Energy, Energy Efficiency, Certification of Carbon Removals, Net-Zero Industry Act, Green Taxation, Carbon Border Adjustment Mechanism, Clean Industrial Deal // Trade, Market Access & Supply Chain policies, such as: EU India Free Trade Agreement, EU Chips Act, Critical Raw Materials Act, Union Customs Code, Late Payments Regulation, EU-Mercosur and Mexico Free Trade Agreement, EU-US Trade Relations // Product Safety policies, such as: Toy Safety Regulation, General Product Safety Regulation, Product Liability Directive, AI Liability Directive, Radio Equipment Directive (incl. Common Charger), Cyber Resilience Act, EU Product Act, Market Surveillance Regulation. // IPR & Brand Protection policies, such as: IPR Enforcement (online and offline), Fight against Counterfeiting (incl. Anti-Counterfeiting Toolbox), Designs Directive & Regulation, EUIPO & Trademark policy, IPR Enforcement Directive, Regulation 608, Digital Services Act. // Diversity, Equity and Inclusion policies
Communication Activities
- As a supporter of designing and shaping a better online environment for children and with children, the LEGO Group continues to expand its “Digital Empowerment Program” designed to help parents and caregivers raise digitally smart families. For more information, visit: www.lego.com/sustainability/children/digital-child-safety - The LEGO Group joined forces with UNICEF to form the Responsible Innovation in Technology for Children (RITEC) project, funded by the LEGO Foundation, to explore how businesses and policymakers can create a digital world that prioritises the well-being of children. The report cam be downloaded at https://www.unicef.org/innocenti/reports/responsible-innovation-technology-children
Interests Represented
Promotes their own interests or the collective interests of their members
Member Of
Toy Industries of Europe (TIE) World Federation of Advertisers (WFA) European Brands Association (AIM) Danish Industries (DI) Danish Chamber of Commerce Together Against Counterfeiting Alliance (TAC) European Internet Forum (EIF) Renewable Carbon Initiative (RCI)
Organisation Members
/
Commissioner Meetings
No recorded meetings with EU commissioners.