Progress Report 2012 - Lego

important group for us to be in dialogue with. We do
this in various ways to learn everything we can about
their play wishes, expectations and ways of learning.
And part of our brand experience is interacting with
the brand and company as a customer, supplier or
employee. We work actively in ongoing relationships
with numerous toy industry associations, media, local
communities, interest groups and trade associations
to keep developing our company and the industry
towards making a greater positive impact. And we
take part in single-issue debates that we find to be
relevant for children and our products.
The issues that matter to our stakeholders
We know that each and every day – through our
products, services, play experiences and our
business operations – we have an impact on children.
We want this impact to be a positive one, leaving
children stronger and more resilient worldwide. As a
consequence, we in the LEGO Group must work with
issues that are material to our stakeholders. The eight
most material topics were arrived at using a five-step
evaluation of materiality linked to the stakeholder
engagement standard AA1000.
As part of our work to develop the second-generation
of our sustainability ambition, we are planning a new
process of engaging stakeholders to review the
material issues for the LEGO Group in 2013.
20 The LEGO Group Progress Report 2012
The eight most
material topics
• product safety
• the play and learning
experience children get from
our products, services and
operations
• the play and learning
experience children get from
our product received through
philanthropy
• employee safety
• anti-corruption
• respectful dialogue
• climate change and
• waste