In the LEGO Group it is believed that children learn best when they are having fun. Motivating learning with the creativity and imagination is considered by specialists in the field of child progress to be more relevant at present than ever before. The natural advice to learn is simply the key to thriving in a challenging world
The LEGO Group continues to split up existing norms and change them into creativity and imagination on a child's own terms. That is the reason I portrait the LEGO brand as the world's strongest brand among families. May not be the biggest, but the best. I envision the LEGO name known by all as a brand familiarity contributing as an integrated creation of play designed to inspire children's creativity, imagination and learning.