The LEGO Group

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Registration as it was on 26 Jul 2023
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Overview

Lobbying Costs

600,000€ - 699,999€

Financial year: Jan 2022 - Dec 2022

Lobbyists (Full time equivalent)

3 Fte (5)

Lobbyists with EP accreditation

5

High-level Commission meetings

15

Lobbying Costs over the years

  • Info

    The LEGO Group

    EU Transparency Register

    236869539281-13 First registered on 10 Sep 2020

    Goals / Remit

    The LEGO Group is a privately held company based in Billund, Denmark. The name ‘LEGO’ is an abbreviation of the two Danish words “leg godt”, meaning “play well”. The LEGO Group was founded in 1932 by Ole Kirk Kristiansen. The company has passed from father to son and is now owned by Kjeld Kirk Kristiansen, a grandchild of the founder. The LEGO Brand’s mission is to ‘inspire and develop the builders of tomorrow’, with children as our role models. In 2003, the LEGO Group became the first toy company to join the United Nations Global Compact. We strive to play our part in helping build a sustainable future and make a positive impact on society and the planet, which children will inherit. By engaging with our entire value chain, we aim for zero environmental impact while driving positive change for children by helping them develop critical skills to thrive today and in the future through Learning through Play.

    Main EU files targeted

    Learning through play policies, such as: Youth & Skills Agenda, Digital Education Action Plan, EU Strategy on the Rights of the Child, Innovative Education // Digital policies, such as: EU Digital Services Act Package (DSA, DMA), Digital Decade, Better Internet for Children Strategy, EU Regulation to tackle CSAM, Digital Rights and Principles,Artificial Intelligence, Data related policies (e.g. GDPR, e-privacy, EU – US DPF, Data Act), AVMSD, Virtual worlds, Consumer protection in a digital environment (e.g. UCPD, Fitness check of Consumer Law on Digital Fairness), VAT in the Digital Age, NIS2 Directive // Environment and Sustainability policies, such as: Ecodesign for Sustainable Products Regulation, Packaging and Packaging Waste Regulation, Green Claims, Empowering the Consumer for the Green Transition, Right to Repair Directive, Biobased Plastics, Deforestation-free Products Regulation, Batteries Regulation, Chemicals (REACH & RoHS), Corporate Sustainable Due Diligence Directive, Corporate Sustainability Reporting Directive , Forced Labour Ban Regulation // Climate and Energy policies, such as: Renewable Energy, Energy Efficiency, Certification of Carbon Removals, Net-Zero Industry Act, Green Taxation // Trade, Market Access & Supply Chain policies, such as: EU India Free Trade Agreement, EU-USA Trade & Technology Council, EU Chips Act, Critical Raw Materials Act, Single-Market Emergency Instrument, Union Customs Code // Product Safety policies, such as: Toy Safety Regulation, General Product Safety Regulation, Product Liability Directive, AI Liability Directive, Radio Equipment Directive (incl. Common Charger), Cyber Resilience Act // IPR & Brand Protection policies, such as: IPR Enforcement (online and offline), Fight against Counterfeiting (incl. Anti-Counterfeiting Toolbox), Designs Directive & Regulation, EUIPO & Trademark policy // Diversity, Equity and Inclusion policies

    Address

    Head Office
    The LEGO Group Højmarksvej 8
    Billund DK-7190
    DENMARK
    EU Office
    The LEGO Group Silversquare Europe Square de Meeûs 35
    Brussels 1000
    BELGIUM

    Website

  • People

    Total lobbyists declared

    5

    Employment timeLobbyists
    75%3
    50%1
    25%1

    Lobbyists (Full time equivalent)

    3

    Lobbyists with EP accreditation

    All Lobbyists with EP accreditation over time

    5 accreditations were / are live (in bold) for the selected state of 23 Feb 2024

    Name Start date End Date
    Mr Robin MANESSE 10 Oct 2023 09 Oct 2024
    Ms Claire THWAITES 02 Sep 2023 31 Aug 2024
    Mr Stanislav Hristov STANCHEV 21 Jul 2023 19 Jul 2024
    Mr Jochen MISTIAEN 14 Apr 2023 12 Apr 2024
    Ms Larisa PIRCALABELU 14 Apr 2023 12 Apr 2024

    Complementary Information

    In addition, several experts are involved with less than 5% of their time:
    1 Digital and online safety expert
    1 Product quality and compliance
    1 Tax expert
    2 IP experts
    1 Competition law expert

    Person in charge of EU relations

    Data not provided by Register Secretariat due to GDPR

    Person with legal responsibility

    Data not provided by Register Secretariat due to GDPR

  • Categories

    Category

    Companies & groups

  • Networking

    Affiliation

    Toy Industries of Europe (TIE)
    World Federation of Advertisers (WFA)
    European Brands Association (AIM)
    Public Affairs Council (PAC)
    Danish Industries (DI)
    Together Against Counterfeiting Alliance (TAC)

    Member organisations

    None declared

  • Financial Data

    Interests represented

    Promotes their own interests or the collective interests of their members

    Closed financial year

    Jan 2022 - Dec 2022

    Lobbying costs for closed financial year

    600,000€ - 699,999€

    Major contributions in closed year

    None declared

    Intermediaries for closed year

    NameAmount
    rud pedersen public affairs 100,000€ - 199,999€
    portland 100,000€ - 199,999€

    Intermediaries for current year

    Name
    rud pedersen public affairs

    Closed year Costs

    600,000€ - 699,999€

    Other financial info

    None declared

  • EU Structures

    Groups (European Commission)

    none

    Groups (European Parliament)

    N/A

    Communication activities

    - Supporter of Safer Internet Day and Safer Internet Forum: as a regular supporter of designing and shaping a better online environment for children and with children, the LEGO Group established a “Digital Empowerment Program” which includes:
    • Story-style Build & Talk activities to support families with a playful way to engage in otherwise difficult conversations about digital safety topics whilst playing with LEGO bricks.
    • Doom the Gloom experience giving children the opportunity to explore and learn how to stay safe online through a series of interactive videos and playful activities.
    • Gloom Busters, launched in 2022, is the first LEGO video game specifically designed with the aim of helping children to learn good digital behaviours, for example online kindness.
    • For more interactive guides, games and play activities designed to help parents and caregivers raise digitally smart families, visit: www.lego.com/sustainability/children/digital-child-safety

    - The LEGO Group joined forces with UNICEF to form the Responsible Innovation in Technology for Children (RITEC) project, funded by the LEGO Foundation, to explore how businesses and policymakers can create a digital world that prioritises the well-being of children. ln a landmark study launching today as part of the project, new research from UNICEF and Western Sydney University explores the question: what does well-being mean to children in a digital age? The report prioritises the voices of children, having been developed through workshops with over 300 children from 13 countries along with analysis of existing survey data from 34,000 children aged 9-17 across 30 countries. The research findings and framework are being made immediately available to governments and regulators – many of which are grappling with the challenge of regulating digital technology so that it works for the betterment of society, particularly the most vulnerable groups within it, including children. The report microsite with download to full report is live on: www.unicef-irc.org/ritec

    - The LEGO Group CEO joined businesses in calling on policymakers to accelerate government policies on climate action: Ahead of COP27 in Egypt, LEGO Group CEO Niels B. Christiansen has joined leaders in the Alliance of CEO Climate Leaders in calling for action to harmonise reporting standards and enable a net-zero future. Lowering its carbon emissions and meeting its science-based target requires the LEGO Group to focus on many different parts of the business. That is why the company is investing in activities that lower emissions it is directly and indirectly responsible for. This means investing in renewable energy like solar panels in and around LEGO® sites globally, just like the company is engaging its suppliers using the CDP framework to get them to commit to significant carbon reductions in their operations.

    Other activities

    None declared

  • Meetings

    Meetings

    15 meetings found. Download meetings

    The list below only covers meetings held since November 2014 with commissioners, their cabinet members or directors-general at the European Commission; other lobby meetings with lower-level staff may have taken place, but the European Commission doesn't proactively publish information about these meetings. For more information about which commissioner is responsible for which portfolio, check out this link: https://commissioners.ec.europa.eu/index_en All information below comes from European Commission web pages.

    • Date 25 Apr 2023 Location Brussels
      Subject EU digital and industrial policy
      Cabinet Cabinet of Executive Vice-President Margrethe Vestager
      Portfolio Europe Fit for Digital Age
      Attending
      • Margrethe Vestager (Executive Vice-President)
      • Stina Soewarta (Cabinet member)
    • Date 25 Apr 2023 Location Brussels
      Subject Revision of the Toys Safety Directive; chips; supply chains
      Cabinet Cabinet of Commissioner Thierry Breton
      Portfolio Internal Market
      Attending
      • Thierry Breton (Commissioner)
      • Joan Canton (Cabinet member)
    • Date 25 Apr 2023 Location Brussels
      Subject The implementation of the EU Strategy on the rights of the child
      Cabinet Cabinet of Vice-President Dubravka Šuica
      Portfolio Democracy and Demography
      Attending
      • Dubravka Šuica (Vice-President)
    • Date 05 Apr 2023 Location Videoconference
      Subject Preparatory meeting for meeting between CEO of LEGO and Commissioner Breton: chips act, metaverse, revision of the Toys Safety Directive
      Cabinet Cabinet of Commissioner Thierry Breton
      Portfolio Internal Market
      Attending
      • Joan Canton (Cabinet member)
    • Date 18 Jan 2023 Location Davos, Switzerland
      Subject Erasmus impact Innovative education
      Cabinet Cabinet of Commissioner Mariya Gabriel
      Portfolio Digital Economy and Society
      Attending
      • Mariya Gabriel (Commissioner)
    • Date 18 Jan 2023 Location Davos
      Subject EU ambitions to tackle plastics waste and International Plastics‘ Agreement
      Cabinet Cabinet of Commissioner Virginijus Sinkevičius
      Portfolio Environment, Oceans and Fisheries
      Attending
      • Simonas ŠATŪNAS (Cabinet member)
      • Virginijus Sinkevičius (Commissioner)
    • Date 18 Jan 2023 Location Davos, Switzerland
      Subject Erasmus impact Innovative education
      Cabinet Cabinet of Commissioner Mariya Gabriel
      Portfolio Innovation and Youth
      Attending
      • Mariya Gabriel (Commissioner)
    • Date 10 Jan 2023 Location online
      Subject Europe fit for digital age, chips act.
      Cabinet Cabinet of Executive Vice-President Margrethe Vestager
      Portfolio Europe Fit for Digital Age
      Attending
      • Pierre-Arnaud Proux (Cabinet member)
      • Stina Soewarta (Cabinet member)
    • Date 11 May 2022 Location Brussels
      Subject CSAM, Digital Decade, Artificial Intelligence Act, Children’s well-being, BIK+
      Cabinet Cabinet of Executive Vice-President Margrethe Vestager
      Portfolio Europe Fit for Digital Age
      Attending
      • Werner Stengg (Cabinet member)
    • Date 03 May 2022 Location Brussels
      Subject Semiconductors
      Cabinet Cabinet of Commissioner Thierry Breton
      Portfolio Internal Market
      Attending
      • Lucia Caudet (Cabinet member)
    • Date 03 May 2022 Location BERL - Cabinet meeting room
      Subject Semiconductors
      Cabinet Cabinet of Commissioner Thierry Breton
      Portfolio Internal Market
      Attending
      • Lucia Caudet (Cabinet member)
    • Date 03 May 2022 Location Brussels
      Subject Semiconductors
      Cabinet Cabinet of Executive Vice-President Margrethe Vestager
      Portfolio Europe Fit for Digital Age
      Attending
      • Christiane Canenbley (Cabinet member)
      • Pierre-Arnaud Proux (Cabinet member)
      Other Lobbyists
    • Date 14 Apr 2021 Location Online
      Subject Digital Decade
      Cabinet Cabinet of Executive Vice-President Margrethe Vestager
      Portfolio Europe Fit for Digital Age
      Attending
      • Werner Stengg (Cabinet member)
    • Date 13 Apr 2021 Location Online
      Subject Meeting on Lego's contribution to the implementation of the EU Strategy on the rights of the Child
      Cabinet Cabinet of Vice-President Dubravka Šuica
      Portfolio Democracy and Demography
      Attending
      • Iris Abraham (Cabinet member)
    • Date 23 Sep 2020 Location Videoconference
      Subject Videoconference meeting on skills mismatches, upskilling and reskilling as well ass vocational education and training.
      Cabinet Cabinet of Commissioner Nicolas Schmit
      Portfolio Jobs and Social Rights
      Attending
      • Christoph Nerlich (Cabinet member)
      • Anouk Faber (Cabinet member)
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