Parents despise LEGO for being “messy, boring and expensive.” They don’t understand the long-term, cognitive benefits that children develop while playing with LEGO.

With schedules filled with activities they presume to be “valuable,” parents have forgotten how play leads to creativity, and creativity leads to innovation.

With the Lego Innovators line, we’ll educate kids on how our world’s greatest innovators used creativity to solve problems, and show parents the true value of play.