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The LEGO® Brand

The LEGO® Brand Values


Free play is how children develop their imagination – the foundation for creativity. Curiosity asks WHY and imagines possible explanations. Playfulness asks WHAT IF and imagines how the ordinary becomes extraordinary, fantasy or fiction. Dreaming it is a first step towards doing it.


Creativity is the ability to come up with ideas that are new, surprising and valuable - and it’s an essential 21st century skill. Systematic creativity is a particular form of creativity that combines logic and reasoning with playfulness and imagination.


Fun is being active together, the thrill of an adventure, the joyful enthusiasm of children and the delight in surprising both yourself and others in what you can do or create. Fun is the happiness we experience when we are fully engaged in something that requires mastery, when our abilities are in balance with the challenge at hand and we are making progress towards a goal.


Learning is about being curious, experimenting and collaborating – expanding our thinking and doing, helping us develop new insights and new skills. We learn through play by putting things together, taking them apart and putting them together in different ways. Building, un-building, rebuilding, thereby creating new things and developing new ways of thinking about ourselves, and the world.


Caring is about our desire to make a positive difference in the lives of children, for our colleagues, our partners, and the world we live in. Doing that little extra, not because we have to – but because it feels right and because we care.


For us quality means the challenge of continuous improvement to provide the best play material, the best for children and their development and the best to our community and partners. From a reputation for manufacturing excellence to becoming trusted by all – we believe in quality that speaks for itself and earns us the recommendation of all.

The LEGO® Brand Framework

The LEGO® Promises

People Promise

We care deeply for our people who are part of making LEGO® play experiences possible and are committed to upholding human rights and ensuring safe, healthy and respectful workplaces for our employees. We strive to champion responsible business principles across the company.

Play Promise

We know that play is vital to every child’s development. When children play, they learn to solve problems, to be creative, and to become resilient. It helps them thrive in a complex and challenging world.

Planet Promise

We want to play our part in helping build a sustainable future and make a positive impact on society and the planet, which children will inherit. We believe we have a responsibility to minimise the environmental impact of our operations and aim for zero environmental impact on the planet.

Partner Promise

Building partnerships with customers, suppliers and intellectual property partners based on mutual value creation are fundamental to the LEGO Group as we seek to meet the challenges and complexity of today’s world.

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