KIRKBI Fundamentals

The business compass

The LEGO® brand mission is ‘To inspire and develop the builders of tomorrow’. The owner family aims to fulfil the mission, helping all children grow and develop to their full potential through creative play by dedicated efforts driven by the LEGO branded entities.

This shared foundation for the family enterprises is reflected in the LEGO Idea Paper – a short internal document written by the Kirk Kristiansen family.

The LEGO Idea Paper describes the family’s fundamental belief that “Children are our role models” as well as the mission, the vision, the LEGO Idea, the values and the promises.

The KIRKBI Fundamentals reflect the LEGO Idea Paper and serve as well as the compass in all business activities and outline how we are contributing to enabling the owner family to succeed with the mission.

Active and engaged family ownership through generations

The LEGO Group ownership has been with the Kirk Kristiansen family for four generations. Active and engaged family ownership of the LEGO brand has always been viewed as not only a task, but also as an obligation to make a meaningful difference in children’s lives. The ownership is rooted in the family heritage, the family’s values, and the greater purpose of enabling children to learn, grow and develop through play, which is also reflected in the LEGO company name: ‘LEg GOdt’ – meaning play well.

Being an active and engaged owner of the LEGO brand is defined by the owner family as having a deep interest and engagement in how the enterprises develop and engage with children of all ages as well as stakeholders in general. And also, what the company culture is like and how the values are lived across all enterprises.

The KIRKBI Fundamentals

In each generation, the owner family has decided that one person should take the role as the most active owner. The most active owner will, on behalf of the whole family, be close to KIRKBI and the LEGO branded entities. The family has agreed that Thomas Kirk Kristiansen represents the fourth generation as the most active owner.

Mission

Purpose

Inspire and develop the builders of tomorrow

Building a sustainable future for the family ownership of the LEGO brand through generations

The LEGO School

The fourth generation of the owner family has established a programme for their children in the fifth generation named ‘The LEGO School’. The LEGO School is a programme with the purpose of supporting the children in developing their own identity – as individuals, as part of a family community, and around being future owners – in a fun, safe, and playful environment.

Fundamental objectives

LEGO Brand Group

We work to protect, develop and leverage the LEGO brand across all the LEGO branded entities

Investment activities

We are committed to a long-term and responsible investment strategy to ensure a sound financial foundation for the owner family’s activities as well as contributing to a sustainable development in the world

Support activities

We are dedicated to support the owner family members as they prepare for future generations to continue the active and engaged ownership as well as supporting their private activities, companies and philanthropic work

Values

Imagination — Creativity — Fun — Learning — Caring — Quality

Promises Play Promise Joy of building, pride of creation

People Promise

Succeed together

Spirit

Only the best is good enough — always strive to do better

Partner Promise

Mutual value creation

Planet Promise

Positive impact