LEGO donates $50m to help kids affected by Covid-19

Package of financial aid will be split between three groups of organisations to reach children worst affected by the crisis and community quarantines

Written by Rhys Thomas

Posted 30.03.2020 | Business

LEGO donates $50m to help kids affected by Covid-19 thumbnail

The LEGO Group’s charitable arm, the LEGO Foundation, has pledged a $50 million donation to help support children most in need during the pandemic and ensure they continue to have access to learning through play.

The aim is to urgently reach crisis-affected children with essential supplies and provide support to continue learning through play.
To reach kids, the donation will be split between three groups of partners: Education Cannot Wait, which provides education for children caught in emergencies and protracted crises; a selection of existing LEGO Foundation partners whose work with children and families is under additional pressure from COVID-19; and charity partners serving communities where the LEGO Group has a significant presence.

John Goodwin, CEO, the LEGO Foundation, says: “We cannot let COVID-19 setback a generation of children… We must support all children, including the most vulnerable in society, to ensure they continue to have access to education and develop skills critical for them to thrive in a constantly changing world.

“We are honoured to be able to collaborate and support Education Cannot Wait and our other partners who are working extremely hard in unforgiving circumstances to bring education, hope and a future to the most vulnerable children.”

A second initiative, dubbed #letsbuildtogether, will give families access to daily play challenges, building guides and more to stave off boredom and help parents use LEGO as part of their kids’ on-going education from home.

Over the coming weeks, hundreds of play ideas will be shared on www.lego.com/letsbuildtogether, and LEGO’s social channels, inviting builders across the globe to join in on live build-alongs, as well as share their latest creations online.

“With many parents worried about juggling work with childcare and schooling, play could be one of the easiest, and most fun ways of keeping a child’s education and development on track,” says David Pallash, a LEGO Play Agent. “Children say they learn best when activities feel like play, while 9 in 10 parents feel that play helps their child develop key skills such as resilience, collaboration, creativity and communication.”

Niels B Christiansen, LEGO Group’s CEO, adds: “We know it is difficult that children are away from their classrooms and their regular learning environments. We want to help parents and families do their best and we know that when children play, they learn. They learn lifelong skills such as collaboration, communication and problem solving. We’re committed to continuing to support, develop and inspire children through this tumultuous time.”

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