Editing Lego (section)

== Related services ==
=== Official website ===
First launched in 1996, the Lego website has developed over the years, and provides many extra services beyond an online store and a product catalogue. There are also moderated message boards that were founded in 2001.<ref>{{cite web |title=Lego Website |url=http://www.lego.com/en-us/default.aspx |website=Lego |access-date=6 September 2015 |url-status=live |archive-url=https://web.archive.org/web/20150905114711/http://www.lego.com/en-us/default.aspx |archive-date=5 September 2015}}</ref> The site also includes instruction booklets for all Lego sets dating back to 2002.<ref>{{cite web |title=Lego instruction manuals |url=http://service.lego.com/en-us/buildinginstructions?ignorereferer=true |website=Lego |access-date=6 September 2015 |url-status=live |archive-url=https://web.archive.org/web/20150914144459/http://service.lego.com/en-us/buildinginstructions?ignorereferer=true |archive-date=14 September 2015}}</ref>

The Lego website features a social media app named [[Lego Life]],<ref>{{cite web |url=https://www.lego.com/en-my/aboutus/news/2019/october/lego-life |title=LEGO Group Launches LEGO Life, a Safe Social Network for Children Under 13 |author=Lego Group |date=31 January 2017 |website=Lego.com |publisher=Lego |access-date=8 January 2021 |archive-date=10 January 2021 |archive-url=https://web.archive.org/web/20210110131046/https://www.lego.com/en-my/aboutus/news/2019/october/lego-life |url-status=live}}</ref><ref>{{cite web |url=https://www.lego.com/en-my/aboutus/news/2019/october/safer-internet-day |title=LEGO Life launches quiz challenges to promote online safety for children |author=Lego Group |date=7 February 2017 |website=Lego.com |publisher=Lego |access-date=8 January 2021 |archive-date=10 January 2021 |archive-url=https://web.archive.org/web/20210110131108/https://www.lego.com/en-my/aboutus/news/2019/october/safer-internet-day |url-status=live}}</ref> which is designed for children under 13 years of age. The app is available as a free download and only features Lego-related content. It was designed to be a social network for children to be inspired, create and share their Lego builds, photos and videos with a like-minded community, whilst also providing Lego content in the form of product advertising, images, videos, campaigns and competitions. The app incorporates a variety of child safety features to provide a safe digital environment for children, including the protection of personal information and the heavy moderation of all uploaded [[user-generated content]] and communication.<ref>{{Cite web |last=Larson |first=Selena |date=31 January 2017 |title=Lego's new social network wants to keep bullies out |url=https://money.cnn.com/2017/01/31/technology/lego-life-social-network/index.html |access-date=17 November 2020 |website=CNN Business |archive-date=11 November 2020 |archive-url=https://web.archive.org/web/20201111224700/https://money.cnn.com/2017/01/31/technology/lego-life-social-network/index.html |url-status=live}}</ref><ref>{{cite web |url=https://www.lego.com/en-my/aboutus/news/2020/november/build-talk-cyberbullying |title=The LEGO Group launches new range of activities to help the whole family feel empowered to act against cyberbullying |author=Lego Group |date=16 November 2020 |website=Lego.com |publisher=Lego |access-date=2 December 2020 |archive-date=10 January 2021 |archive-url=https://web.archive.org/web/20210110131117/https://www.lego.com/en-my/aboutus/news/2020/november/build-talk-cyberbullying |url-status=live}}</ref>

''My Lego Network'' was a social networking site that involved items, blueprints, ranks, badges which were earned for completing certain tasks, trading and trophies called masterpieces which allowed users to progress to go to the next rank. The website had a built-in inbox which allowed users to send pre-written messages to one another. The Lego Network included automated [[non-player character]]s within called "Networkers", who were able to do things which normal users could not do, sending custom messages, and selling masterpieces and blueprints. The site also had modules which were set up on the user's page that gave the user items, or that displayed picture compositions. My Lego network closed in 2015.

Before My Lego Network, there were Lego Club Pages, which essentially held the same purpose, although the design lacked complex interaction.<ref>{{cite web |title=My Lego Network |url=http://mln.lego.com/en-us/network/status.aspx |website=Lego |access-date=6 September 2015 |url-status=live |archive-url=https://web.archive.org/web/20150914134748/http://mln.lego.com/en-us/network/status.aspx |archive-date=14 September 2015}}</ref>

=== Theme parks ===
{{Main|Legoland}}
[[File:Trafalgar Legoland 2003.jpg|thumb|left|A model of [[Trafalgar Square]], London in [[Legoland Windsor]]]]

[[Merlin Entertainments]] operates ten [[Legoland]] [[amusement park]]s, the original in [[Billund, Denmark|Billund]], Denmark, the second in [[Windsor, Berkshire|Windsor]], England, the third in [[Günzburg]], Germany, the fourth in [[Carlsbad, California|Carlsbad]], California, the fifth in [[Winter Haven, Florida|Winter Haven]], Florida, the sixth in [[Iskandar Puteri]], Malaysia,<ref>{{cite web |title=Legoland |url=http://www.legoland.com |website=Lego |access-date=6 September 2015 |url-status=live |archive-url=https://web.archive.org/web/20150905052311/http://www.legoland.com/ |archive-date=5 September 2015}}</ref> the seventh in [[Dubai]], United Arab Emirates,<ref>{{cite web |title=Now open: Legoland Dubai |url=http://gulfnews.com/news/uae/leisure/now-open-legoland-dubai-1.1921442 |website=Gulfnews |date=31 October 2016 |url-status=live |archive-url=https://web.archive.org/web/20161102113939/http://gulfnews.com/news/uae/leisure/now-open-legoland-dubai-1.1921442 |archive-date=2 November 2016}}</ref> the eighth in [[Nagoya]], Japan,<ref name=":0">{{cite web |url=http://www.legoland.com |title=Legoland |access-date=23 September 2019 |archive-date=5 September 2015 |archive-url=https://web.archive.org/web/20150905052311/http://www.legoland.com/ |url-status=live}}</ref> the ninth in [[Goshen, New York|Goshen]], New York,<ref name=":0" /> and a tenth in 2022 in [[Shanghai]], China.<ref>{{Cite web |url=https://gbtimes.com/second-legoland-theme-park-to-be-built-in-china |title=Second Legoland theme park to be built in China |website=gbtimes.com |access-date=23 September 2019 |archive-date=23 September 2019 |archive-url=https://web.archive.org/web/20190923130716/https://gbtimes.com/second-legoland-theme-park-to-be-built-in-china |url-status=live}}</ref> On 13 July 2005, the control of 70% of the Legoland parks was sold for $460&nbsp;million to the [[Blackstone Inc.|Blackstone Group]] of New York while the remaining 30% is still held by Lego Group.<ref>{{cite news |title=Legoland sale to Merlin Entertainment |url=http://news.bbc.co.uk/1/hi/business/4678213.stm |website=BBC |date=13 July 2005 |access-date=6 September 2015 |url-status=live |archive-url=https://web.archive.org/web/20060524175214/http://news.bbc.co.uk/1/hi/business/4678213.stm |archive-date=24 May 2006}}</ref> There are also eight [[Legoland Discovery Centre]]s, two in Germany, four in the United States, one in Japan and one in the United Kingdom. Two Legoland Discovery Centres opened in 2013: one at the Westchester Ridge Hill shopping complex in [[Yonkers, New York|Yonkers]], New York, and one at the Vaughan Mills in [[Vaughan]], Ontario, Canada. Another opened at [[American Dream Meadowlands]] in [[East Rutherford, New Jersey]], in 2021.<ref>{{cite web |title=2 American Dream attractions delay opening date |url=https://www.nj.com/news/2021/04/2-american-dream-attractions-delay-opening-date.html |website=nj.com |date=21 April 2021 |access-date=1 July 2022 |archive-date=1 July 2022 |archive-url=https://web.archive.org/web/20220701194951/https://www.nj.com/news/2021/04/2-american-dream-attractions-delay-opening-date.html |url-status=live}}</ref>

=== Retail stores ===
[[File:LEGOStoreFairviewMall10.JPG|thumb|A Lego store in Toronto, Canada]]
[[File:Lego Store, Leicester Square - geograph.org.uk - 5224356.jpg|thumb|right|The world's largest Lego store in [[Leicester Square]], London]]

The first Lego store to open anywhere in the world was in Sydney, Australia, in 1984. Located in the Birkenhead Point Outlet Centre it was not only the first dedicated Lego retail outlet, but it also had displays including many iconic Australian items such as the Holden FJ, Sydney Harbour Bridge, and the Sydney Opera House as well as buildings from Amsterdam, dinosaurs and an English Village. Known as The LEGO Centre, Birkenhead Point, the store closed in the early 1990s.<ref>{{cite web |url=https://www.toltoys.com/2011/05/the-first-lego-store-birkenhead-point-sydney-lego-centre/ |title=The First LEGO Store: Birkenhead Point Sydney LEGO Centre |website=Toltoys Kid |location=Australia |date=30 May 2011 |access-date=16 October 2021 |archive-date=17 September 2021 |archive-url=https://web.archive.org/web/20210917042056/https://www.toltoys.com/2011/05/the-first-lego-store-birkenhead-point-sydney-lego-centre/ |url-status=live}}</ref>

{{As of|March 2024}}, Lego operates 1031 retail shops, called Lego Stores, globally.<ref>{{cite web |last1=Bricksprice |date=14 March 2024 |title=LEGO's Thriving Growth in 2023 |url=https://bricksprice.com/legos-thriving-growth-in-2023-surpassing-market-challenges-and-embracing-a-sustainable-future/ |access-date=14 March 2024 |website=BricksPrice |publisher=bricksprice.com}}</ref> The world's largest Lego store is located in [[Leicester Square]], London.<ref>{{cite news |title=Flagship Store London Leicester Square |url=https://www.lego.com/en-gb/service/help/lego_stores/lego_stores/flagship-store-london-leicester-square-kA009000001dcDjCAI?locale=en-gb&consent-modal=show&age-gate=grown_up |access-date=16 October 2023 |publisher=Lego.com}}</ref> The U.S. stores include the [[Downtown Disney]] shopping complexes at [[Disneyland Resort|Disneyland]] and [[Walt Disney World|Walt Disney World Resorts]] as well as in [[Mall of America]] in [[Bloomington, Minnesota|Bloomington]], Minnesota. The opening of each new store is celebrated with a weekend-long event in which a Master Model Builder creates, with the help of volunteers—a larger-than-life Lego statue, which is then displayed at the new store for several weeks.<ref>{{cite web |title=Lego Store Grand Openings |url=http://accesswinnipeg.com/2015/07/lego-store-grand-opening-celebration-help-build-an-8-foot-tall-yoda-model-on-july-24/ |website=Access Winnipeg |date=21 July 2015 |access-date=25 August 2015 |url-status=live |archive-url=https://web.archive.org/web/20150724091408/http://accesswinnipeg.com/2015/07/lego-store-grand-opening-celebration-help-build-an-8-foot-tall-yoda-model-on-july-24/ |archive-date=24 July 2015}}</ref>

=== Business consultancy ===
{{Main|Lego Serious Play}}

Since around 2000, the Lego Group has been promoting "Lego Serious Play", a form of business consultancy fostering creative thinking, in which team members build metaphors of their organizational identities and experiences using Lego bricks. Participants work through imaginary scenarios using visual three-dimensional Lego constructions, imaginatively exploring possibilities in a serious form of play.<ref>{{cite web |title=Serious Play |url=http://www.lego.com/en-us/seriousplay |website=Lego |access-date=6 September 2015 |url-status=live |archive-url=https://web.archive.org/web/20150912081309/http://www.lego.com/en-us/seriousplay |archive-date=12 September 2015}}</ref>