The LEGO brand acts as a guarantee of quality and originality. The LEGO Brand values Imagination, Creativity, Fun, Learning, Caring, and Quality.
Curiosity asks, "Why?" and imagines explanations or possibilities. Playfulness asks what if? and imagines how the ordinary becomes extraordinary, fantasy or fiction. Dreaming it is a first step towards doing it.
Fun is being active together, the thrill of an adventure, the joyful enthusiasm of children and the delight in surprising both yourself and others in what you can do or create.
Learning is about opportunities to experiment, improvise and discover expanding our thinking and doing (hands-on, minds-on), helping us see and appreciate multiple perspectives.