IV LEGO®, CONSUMPTION, AND CULTURE
LEGO® Values. Image and Reality
Sondra Bacharach and Ramon Das
LEGO® is more than just a toy. It’s a lifestyle commitment, an attitude to life, a package of values. These values embody our conception of a good, wholesome childhood. Playing with LEGO is naturally educational—it supports free play, imagination, and creativity. The LEGO Group’s mission is to “inspire and develop the builders of tomorrow” and their vision is “inventing the future of play.” LEGO is forward-thinking—it was one of the first toys to promote gender equality, including letters in LEGO sets arguing that “The urge to create is equally strong in all children. Boys and girls.”1 LEGO has built working partnerships with educational institutions (they are sponsors of the MIT Media Lab and of a LEGO professorship of play at the University of Cambridge’s Faculty of Education!), and LEGO provides educational resources to schools to integrate LEGO into the curriculum.
Everything really is awesome at LEGO—there seems to be no aspect of this company that doesn’t contribute in some positive way to making LEGO an inherently good toy produced by an inherently good company, and their inherent goodness spreads widely through the community. For parents who want only the best for their children, LEGO offers a fantastic product that is grounded in wholesome goodness.
LEGO® and Philosophy: Constructing Reality Brick By Brick, First Edition. Edited by Roy T. Cook and Sondra Bacharach.
© 2017 John Wiley & Sons Ltd. Published 2017 by John Wiley & Sons Ltd.