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The LEGO brand is more than simply our familiar logo. It is the expectations that people have of the company towards its products and services, and the accountability that the LEGO Group feels towards the world around it. The brand acts as a guarantee of quality and originality. .

Children are our role models

Children are inquisitive, creative and imaginative with an innate urge to learn. We must stimulate the child in each of us!

We have a definite approach to quality, and we want to be the best and most credible player in the toy business. We strive constantly to develop innovative products which promote creativity and fun-packed play.

These are the values that make the LEGO brand unique and give us the edge on all the others.

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