Lego to make U.S., Canada stores 'sensory inclusive'
Lego has launched a new initiative to make its stores more accessible to neurodivergent children. by making its North American stores “sensory inclusive.”
The toy brand will make its North American stores "sensory inclusive" through a partnership with KultureCity, an organization dedicated to making venues more inclusive. Lego’s stores in the U.S. and Canada will receive KultureCity's sensory inclusive certification in April, which is Autism Acceptance Month. The certification serves as a reassurance to visitors that staff at certified venues "understand how sensory needs vary and how best they can help ensure everyone feels welcome and supported in their visit.”
At Lego stores, sensory bags will be available to checkout at no cost during visits. The contain items such as noise reducing headphones, fidget tools, visual cue cards, KultureCity branded lanyards and strobe reduction glasses. Lego’s goal is to expand certification to more countries later in the year.
KultureCity signage indicating the Sensory Inclusive Certification will be visible at each location once employee training is complete and supportive sensory bags are available. Social stories will be available on the KultureCity app to help guests prepare for their visit.
As of 2023, Lego operated 112 stores in North America in 35 U.S. states and five Canadian provinces.
“All Lego entities are united by our mission to inspire and develop the builders of tomorrow and a belief that the benefits of play are equally critical to all children,” said Colette Burke, chief commercial officer at the Lego Group. “This fuels our exploration of how to make the Lego experience more inclusive and welcoming for everyone.“
One of Lego’s most famous locations, Lego House in Billund, Denmark, already carries KultureCity Sensory Inclusive Certification. It is the first experience center in the region to receive KultureCity certification, serving as a blueprint for Lego’s American and Canadian stores.
Founded in 2014, KultureCity’s impact includes making over 1,800 venues sensory inclusive certified, handing out almost a million sensory bags to individuals, and making over 150 live events sensory inclusive.