Lego, which sells 70 billion bricks across 320 countries each year, has topped the rankings of corporate reputation monitoring firm RepTrak’s most reputable brands list since 2021, beating companies such as Mercedes-Benz, Rolex, Sony, and Canon on perception.
Tindale said this gave Lego a “wonderful stepping off point” to start discussions around AI and stop people “freaking out” about its role in schools.
Building a safer internet
Though it’s been a mainstay in play since its founding in 1932, Lego’s focus on building a safer internet for children isn’t new.
The wider group has spent the past several years positioning kids’ digital safety as a core pillar of its mission, including a high-profile partnership with Epic Games’ Fortnite aimed at building safer, more responsible digital spaces for children.
The 94-year-old brand has also been edging towards a more digital future through its products. At CES 2026, it unveiled its first interactive smart bricks, which it says will bring sets to life with sound, light, and reaction to movement.
While some Lego fans expressed unease over the innovation, Jakob Voldum, design director at experience design business Designit, said Lego’s digital developments don’t take away from the brand’s core message around imaginative play.
“Innovation doesn’t have to be complex, and we can be forward-thinking without shoe-horning AI where it’s not needed,” he added. “The smartest use of technology is subtle, quietly improving the experience without stealing the spotlight.”
