The LEGO Group is committed to empowering children to make smart choices when they are online – not only by embedding child well-being and safety into the design of the LEGO Group’s digital experiences, but also by providing resources that help parents and kids engage in conversations about online content and behaviour. As part of our Digital Empowerment initiative, we’re happy to celebrate Safer Internet Day 2024 with Alice, our safety heroine in LEGO® Life! Alice is also the protagonist of our adventure game Zero’s Quest, which teaches 10 to 12- year old the importance of empathy, and how to ‘play well’ online’. We also have many free tools and resources for parents and caregivers to help raise digitally smart families which can be found on our website.

Kate Gillingham

The Lego Group