kirkbi.com / About / Purpose

Purpose

The Kirk Kristiansen family’s mission is to inspire and develop the builders of tomorrow. The family aims to fulfill the mission, helping all children grow and develop to their full potential through play, by dedicated efforts driven by the LEGO® branded entities. KIRKBI is the Kirk Kristiansen family’s private holding and investment company founded to build a sustainable future for the family ownership through generations.

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We share the same mission as the LEGO branded entities

The LEGO brand mission is to inspire and develop the builders of tomorrow. The Kirk Kristiansen family aims to fulfill the mission, helping all children grow and develop to their full potential through creative play, by dedicated efforts driven by the LEGO branded entities.

As the private holding and investment company with the role to build a sustainable future for the family ownership of the LEGO brand through generations, KIRKBI shares the same mission, promises, spirit and values as the LEGO branded entities.

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The LEGO Idea Paper guides us

This shared foundation for the family enterprises is reflected in the LEGO Idea Paper – a short internal document written by the Kirk Kristiansen family. The LEGO Idea Paper describes the family’s fundamental belief that “Children are our role models”, the mission, the vision, the LEGO Idea, the values and the promises.

The KIRKBI Fundamentals is the graphic illustration of the LEGO Idea Paper in a KIRKBI context. The fundamentals reflect KIRKBI’s specific role and purpose as the private holding and investment company. It sets out who we are and where we're heading. it also includes four promises we make to ourselves and the partners who work with us. 

The KIRKBI Fundamentals serve as the compass in all our business activities

MISSION

Inspire and develop the builders of tomorrow

PURPOSE

Building a sustainable future for the family ownership of the LEGO brand through generations

FUNDAMENTAL OBJECTIVES

We work to protect, develop and leverage the LEGO brand across all the LEGO branded entities

We are committed to a long-term and responsible investment strategy to ensure a sound financial foundation for the owner family's activities as well as contributing to a sustainable development in the world

We are dedicated to support the owner family members as they prepare for future generations to continue the active and engaged ownership as well as supporting their private activities, companies and philanthropic work

VALUES

Imagination -- Creativity -- Fun -- Learning -- Caring -- Quality

PROMISES

Play Promise
Play well

 

People promise
Succeed and grow together

Partner promise
Mutual value creation

Planet promise
Positive impact

SPIRIT

Only the best is good enough - always strive to do better

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Sustainability

With KIRKBI Fundamentals serving as the compass for everything we do, responsibility is at the core of our business. Through the four promises to play, to people, to partners and to the planet, we aim to build a sustainable future for the family ownership of the LEGO brand through generations. 

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