LEGO Mission and Vision Statement
Jul
LEGO’s mission statement is to “inspire and develop the builders of tomorrow.” Their vision statement is to “create a better future through play.” Together, LEGO Mission and Vision Statement shape every aspect of the company—from product design and store experiences to sustainability and education initiatives. They’ve been fundamental in LEGO’s growth and evolution, helping the brand stay relevant while fulfilling a clear purpose.
Contents
LEGO Mission Statement
LEGO’s official mission statement is: “Inspire and develop the builders of tomorrow.”
This statement highlights LEGO’s dedication to empowering young minds through creativity and constructive play. It speaks to the brand’s focus on children, education, and growth, aiming to equip future generations with critical thinking and problem-solving skills through fun and learning.
Inspire
LEGO aims to spark imagination in children, encouraging them to dream and create with confidence. Sets often reflect real-world and fantastical themes that motivate kids to explore their interests.
Develop
By building and experimenting with LEGO bricks, children refine fine motor skills and cognitive abilities. The brand supports development through hands-on learning and age-appropriate challenges.
The Builders of Tomorrow
LEGO’s mission targets future leaders, engineers, and artists. By fostering a love for discovery, the company helps shape individuals ready to innovate and contribute to a better world.
LEGO Vision Statement
LEGO’s official vision statement is: “Create a better future through play.” This vision emphasizes the company’s belief in play as a powerful force for positive change, much like the Apple mission and vision statement, which champions creative impact through technology. It underscores LEGO’s commitment to enriching lives, not only through entertainment but also by supporting education, inclusion, and sustainability.
Create a Better Future
LEGO aims to build a world where children grow into capable, caring adults. Initiatives include environmental responsibility and global educational programs that promote learning through play.
Through Play
The company views play as essential for development and connection. Whether through physical bricks or digital platforms, LEGO ensures that playful learning remains at the heart of all experiences.
Core Values of LEGO
LEGO’s core values guide its product design, culture, and impact:
Imagination
Encourages free play and curiosity—“Why?” and “What if?” thinking—sparking ideas that turn dreams into creations.
Creativity
Combines logic and play to generate new, surprising, and valuable ideas, essential for 21st-century thinking.
Fun
Captures joy in the process of building, exploring, and mastering challenges together.
Learning
Promotes experimentation, reflection, and collaboration, building insights and skills through trial and error.
Caring
Drives a desire to make a positive difference—for children, colleagues, partners, and the planet.
Quality
Focuses on excellence in materials and design to earn trust and deliver outstanding play experiences.
These values align closely with LEGO’s mission and vision: fostering creativity and development through play, with joy, responsibility, and excellence at every turn.
How LEGO Lives Its Mission and Vision
LEGO continuously puts its purpose into action. From local projects to global campaigns, here are recent, real-world examples:
Urban Play Activations
- London alley playground: In June 2025, LEGO donated around 20,000 bricks to convert a neglected Newham lane into a pop-up play space.
- World Play Day (June 11, 2025): LEGO activated child-designed installations across cities—Berlin, Boston, Shanghai, and London—reimagining public spaces for play.
Education & STEAM
- LEGO Education Science (K–8): Launching August 2025, this curriculum includes 120+ lessons combining science topics with LEGO building. It reflects a philosophy similar to the McDonald’s mission and vision statement, which emphasizes accessibility and community enrichment through scalable initiatives.
- Museum Network: LEGO’s partnership with 21 children’s museums reached over 5 million kids with learning-based exhibits.
- Orlando grant: A LEGO Foundation grant supports local science and after-school programs.
Sustainability Efforts
- Materials shift: LEGO is investing in sustainable materials, with a 2032 goal to eliminate oil-based plastics—echoing environmental priorities found in the IKEA mission and vision statement, which focuses on designing a better everyday life through sustainability.
- Innovative plastics: Includes recycled fishing nets and bio-based polymers.
- Renewable resin: As of 2024, 30% of LEGO’s resin supply is renewable/recycled.
These impactful initiatives show how LEGO brings its values to life, from grassroots engagement to global environmental action.
Final Thoughts
LEGO’s mission to “inspire and develop the builders of tomorrow” and its vision to “create a better future through play” are more than slogans—they shape the company’s identity. These guiding principles influence everything from product innovation and global education outreach to sustainability efforts. LEGO’s steady commitment ensures its impact reaches far beyond playrooms and into the future.
