Here’s another win and recognition for LEGO. After last February’s achievements at the Toy of the Year Awards, The LEGO Group (TLG) has been selected to be part of Time Magazine’s 100 Most Influential Companies. The prestigious listicle highlights some of the companies that redefined and shaped their respective industries and has proven to be of significant, positive impact on the lives of consumers.
Roughly presented in five categories (Pioneers, Leaders, Innovators, Titans, and Disruptors), TLG managed to be recognized as one of the companies that broke new grounds even in these challenging times of the COVID-19 pandemic. Here’s what Time Magazine has to say:
The LEGO Group: Fostering Creativity
During worldwide COVID-19 lockdowns, LEGO creations have stacked up in homes with children. The company reported a 21% jump in sales, resulting from the immediate demand for in-home entertainment and the company’s pre-pandemic push to boost online sales globally. While its flagship product remains the classic brick, the 88-year-old family-owned company is evolving to recognize the diverse needs of young consumers with new offerings like Lego Braille Bricks and pandemic-inspired online content and hybrid learning resources. As families continue to hunker down, Lego love appears to be growing. “I have never gotten so many letters … [about] how important LEGO play has been,” CEO Niels B. Christiansen tells TIME.
Though LEGO has been in the business of making plastic bricks for more than 80 years, its innovation and forward-thinking strategies have proven to be invaluable in times of crisis such as this. And now that the world is under the grips of a disruptive pandemic, it’s great to know that the LEGO brick is still around to give some sort of respite from the daily stresses that we encounter. Kudos to The LEGO Group and to the millions of LEGO fans who made this possible.