The LEGO Group launches new initiative to help children in need

The LEGO Group has launched #BuildToGive initiative with a global campaign video showing families coming together to build their stars.

The initiative aims is to give 1.5 million children across the world in hospitals, children’s homes or vulnerable communities the chance to play this holiday season.

For every heart shared on social media using the hashtag #BuildtoGive before 31 December, the LEGO Group will donate a LEGO set to a child in need of play.

The sets are distributed through the LEGO Group’s network of local charity partners in 24 countries around the world.

Diana Ringe Krogh, Vice President of Social Responsibility at the LEGO Group, said: “Hearts are recognised all around the world and across many cultures as a symbol of love, joy, and positivity. This year, we are calling on families to once again help us spread that joy by taking part in the #BuildtoGive initiative, 

“We are now in the seventh year of #BuildtoGive. Thanks to people around the world, we have donated millions of LEGO sets to children in need of play through #BuildtoGive. We are looking forward to seeing all the different interpretations of hearts this year and are grateful that once again we can turn that creativity and play into a moment of giving.”

The #BuildToGive initiative is part of the LEGO Group’s broader Play is Your Superpower campaign which aims to inspire families to reprioritise playtime.

As brands compete for holiday shoppers, they have found charitable donations can boost sales and profits. Numerous research and studies have shown that corporate donations attract customers.

For example, Mintel a global market intelligence and research agency, found that charitable giving affects nearly three-quarters (73 percent) of spending decisions. Half of consumers surveyed said they would switch to a company that supports a cause they believe in, including 61 percent of adults age 41 and younger.