Progress Report 2012 - Lego

Principle 5: Ensure that products and services are
safe, and seek to support children’s rights through
them – through our strong product-safety focus.
Read more on page 61.
Principle 6: Use marketing and advertising that
respect and support children’s rights – where we
work to set high standards for our own marketing,
both offline and online. Read more on page 135.
Principle 7: Respect and support children’s rights in
relation to the environment and to land acquisition
and use. Read more on page 90.
Principles 1 and 10: Meet their responsibility to
respect children’s rights and commit to supporting
the human rights of children and reinforce
community and government efforts to protect and
fulfil children’s rights – where we collaborate with
UNICEF and Save the Children. Read more on page
45 and 151.
The Town of Billund, Denmark: Capital of Children
In 2012, the LEGO Foundation and Billund
Municipality founded the Capital of Children
Company to explore a unified vision to develop
Billund into a special place for, about and with
children – a Capital of Children. The town will
become a national as well as an international
gathering point for children – attracting
businesses, researchers and many others with
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The LEGO Group Progress Report 2012 2012 Progress
a focus on children and children’s development,
learning and creativity.
One initiative was the LEGO Foundation’s donation
of LEGO Education Innovation Studio (LEIS)
and teaching courses to all schools in Billund
Municipality. The new specialist classroom gives
students an opportunity to work far more creatively
with problem solving, thereby bringing other skills
into the learning process. The knowledge and
experiences from the LEIS initiative will be shared
with other projects.
The LEGO Foundation will establish an international
kindergarten and school of top standards based on
the LEGO methodology, showcasing how this can be
applied in an institutional setting. The two facilities
will make it easier to attract both non-Danish
employees and Danish families to Billund. The school
will open in August 2013.
To give children and parents from across the world
a fun and informative insight into LEGO play, values
and history when visiting Billund, a new experience
centre is expected to be inaugurated in 2016. The
centre will combine academic knowledge about the
developmental aspects of play with the brick itself –
to enable children and their parents to see and feel
what LEGO play offers.
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