Headquarters
Billund
About
LEGO is the world's leading manufacturer of construction toys, known for its iconic interlocking plastic bricks that inspire creativity and learning through play. Founded in Denmark in 1932, the company offers thousands of building sets across themes including City, Star Wars, Technic, Creator, and educational lines. The website features an extensive product catalog, digital building instructions, exclusive sets, and the LEGO VIP rewards program. LEGO emphasizes quality, safety, and sustainability, with products designed for all ages from toddlers to adults. The brand has expanded into movies, video games, and theme parks, maintaining its position as a beloved global toy company that encourages imagination, problem-solving, and family bonding.
Program Details
The LEGO affiliate program on Rakuten offers commissions for driving sales to LEGO.com, featuring a wide range of building sets, exclusives, and promotions.
Company History
Founded in 1932 by Ole Kirk Christiansen in Denmark, LEGO started as a wooden toy maker. The modern plastic brick was patented in 1958. Key milestones include the introduction of themed sets in the 1970s, expansion into LEGOLAND parks, and partnerships with franchises like Star Wars. The company nearly went bankrupt in the early 2000s but recovered through restructuring and innovation, becoming the world's largest toy manufacturer by revenue in 2015.
Available Countries
Australia, Austria, Bahrain, Belgium, Canada, Croatia, Cyprus, Czechia, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Israel, Italy, Japan, Jordan, Kuwait, Lebanon, Luxembourg, Malta, Netherlands, Norway, Oman, Poland, Portugal, Qatar, Romania, Saudi Arabia, Singapore, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland, Türkiye, United Arab Emirates, United Kingdom of Great Britain and Northern Ireland, United States of America