What is ‘Safe and high quality play’ policy of the Lego company?
‘Safe and high quality play’ policy focuses on ensuring that all of Lego’s products are risk free to ensure that children are never in danger and to allow parents to be stress free from dangers. Within this policy Lego have 3 aims. These are to ensure Lego stick within the strictest safety legislation and standards, to ensure that any materials they use within their products are hazard free and to ensure that when they are promoting or discussing their product its done responsibly for children. for their first aim they are sticking within the standards by doing quality assurance throughout their production lines, they are constantly checking on product’s raw materials to see if it meets legislation and they are gaining customer feedback on how they could make their products safer. Every year they get customer feedback from about 1.6 million customers. This helps Lego make their products safer and see where they need to develop safety. For their second aim they have achieved making sure materials are hazard free by ensuring that any product of theirs can be used for a foreseeable amount of time and still be safe. However as of know they are developing new materials which will be safer and more sustainable than current raw materials. They plan to implement these new materials by 2030.
And last but not least for their third aim of ensuring they are responsibly promoting, they are meeting this aim by working with other international businesses to ensure they are doing the best action possible and they are also training employees in market standards and responsible communication. By meeting all these aims, Lego can gain a significant competitive edge over market competitors. This is because Lego will gain a lot of trust from consumers who know that Lego is heavily investing in the safety of their product and consumers. This is extremely important in this day and age as, socially, there is a lot of controversy over the safety of some children toys and how it has resulted in accidents happening, so by investing in the safety of their product they will gain a lot of trust and admiration from consumers. It will also result in a good reputation as they will be known as caring towards consumers. It could also gain brand loyalty as consumers are more than likely to continue shopping from a business who have deep concerns about their safety. So overall I would say this policy is very beneficial towards Lego and towards giving them a competitive edge.