TIME has released their first ever TIME 100 Most Influential Companies and The LEGO Group was one of the companies recognized for the honor. In the Innovators category, LEGO was named the most influential in fostering creativity. During the COVID-19 lockdowns, LEGO pushed forward with the Rebuild the World campaign to encourage kids and families to unlock their creativity by building.

During worldwide COVID-19 lockdowns, Lego creations have stacked up in homes with children. The company reported a 21% jump in sales, resulting from the immediate demand for in-home entertainment and the company’s pre-pandemic push to boost online sales globally. While its flagship product remains the classic brick, the 88-year-old family-owned company is evolving to recognize the diverse needs of young consumers with new offerings like Lego Braille Bricks and pandemic-inspired online content and hybrid learning resources. As families continue to hunker down, Lego love appears to be growing. “I have never gotten so many letters … [about] how important Lego play has been,” CEO Niels B. Christiansen tells TIME.

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