In the LEGO Group we have strong opinions about Play. Our origin and authenticity is expressed in the name: LEGO (Play Well), and it shines through in the substance, tangible quality and soul that embody our LEGO products. Sustainable play is about ensuring durable products of high quality with a positive impact on learning, play and anyone who comes into contact with our products.
The ‘age span’ of LEGO® bricks is longer than many other products. Often, LEGO products are passed on from one generation to another, which adds to their durability and value, and supports our Play Promise of ‘joy of building’ by extending the play value over time. However, it also raises issues such as a positive and sustainable end of life for our products. Read more about our promises on: http://aboutus.lego.com/en-us/sustainability/
Product safety is the top priority for the LEGO Group and we want to prevent any harm to the users of our products. Our recurring target is to have zero product recalls, and over the past seven years we have only experienced two product recalls in total.
We strive towards securing three main objects; high consumer satisfaction, safety and information.
The LEGO Group has developed a learning manifesto, and this is the philosophy for the development of our products.
We have developed a memo on how playing with our products relates to weapons and conflicts.
If you want to read more about all our targets and progress in 2010, please download the overview.