Lego’s Sensory Inclusive Brand Comms
Published 01 May 2024
Author
Chelsie Hares
2 min read
With one in every 100 people estimated to have autism (National Autistic Society, 2024), Lego is building on its existing connection with autistic fans – Lego bricks are often used in autism therapy. Its initiatives for Autism Acceptance Month (April) span stores and brand messaging.
At A Glance
Innovation Platforms
Topics
- Miniseries Spotlights How Autism Powers the Creative Process: YouTube series Love the Way You Think spotlights autistic Lego-sponsored builders and other artists and celebrates how autism shapes their thought processes and influences their work. Dutch photorealist artist Remrov notes how his autism allows him to become hyperfocused on pencil drawings that can take up to 250 hours to complete, while American Lego artist Allyson Gail describes how her visual thinking enables her to translate words and concepts into Lego creations, such as a fridge full of Lego ‘food’. Similarly, for partially non-verbal Japanese painter Gaku, colour-blocked works of art become a vehicle for communication when he is unable to express himself through speech.
Lego
Lego
Lego
 Lego |  Lego |  Lego |
- Lego Magazine’s Neurodiverse Audit: An inclusive redesign of Lego Life, a free quarterly magazine for five- to nine-year-olds, following an audit from UK-based neurodiversity consultancy Special Networks, includes numbered cartoon boxes to make story narratives easier to follow, combining visual and written prompts to make building instructions easier and varying levels of challenge to ensure the magazine has activities for everyone.
Lego Life Magazine Audit
Lego Life Magazine Audit
 Lego Life Magazine Audit |  Lego Life Magazine Audit |
- Sensory Inclusive Stores: A Sensory Inclusive certification for Lego stores in the US and Canada (awarded by KultureCity, a non-profit specialising in inclusive spaces for individuals with sensory needs) means those stores will be equipped with “sensory bags” that contain noise-cancelling headphones (to dampen overstimulating noise), fidget toys (for stimming – repetitive actions that can help neurodivergent people focus) and communication cards (for those who struggle with verbal communication).
Lego x KultureCity
Lego x Kulture City
Lego x Kulture City
 Lego x KultureCity |  Lego x Kulture City |  Lego x Kulture City |