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The LEGO Group - LEGO Braille Bricks: Play with Braille

The LEGO Group
10/09/2024
Creative Agency
Billund, Denmark
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For the blind community, braille is not just literacy, it’s the entry to independence and inclusion into this world. Only 24% of people who are blind or visually impaired are employed, and of these, the majority have braille skills. However, only an estimated 7% of can read braille.  

One thing that is missing to teach Braille is something that young children can start with. This affects the 19 million children globally who are vision impaired.

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In 2020, the LEGO Foundation together with blind organisations introduced LEGO braille bricks free of charge to classrooms and organizations specializing in the education of children with vision impairment. Using specially designed LEGO bricks with studs reflecting letters and numbers in the Braille alphabet, the bricks also feature printed letters, numbers, and symbols so they can be used by sighted peers and teachers in an inclusive way.  

 In 2023, we created  LEGO Braille Bricks – Play with Braille.  Our first consumer LEGO set designed for blind and partially sighted children, adults or anyone curious to learn braille.  

For blind and partially sighted children, it makes a huge difference to be able to share their journey of learning Braille with loved ones. Thus, the idea to have LEGO Braille Bricks made available to the wider public was a massive step forward to ensuring more children want to learn braille in the first place. 

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We focused on creating a product that would spark curiosity for children and their family to learn braille, and give them a platform for social inclusion and fun family moments while building pre-braille skills.  

Each of the 287 LEGO Braille Bricks is moulded with studs to depict a different letter or number in the braille alphabet, allowing sighted and visually impaired kids to play and learn together on equal terms. These specialty bricks are fully compatible with existing LEGO bricks.  

To further complement the play experience and support pre-braille skill development, a digital experience consisting of a series play starters teach players how to orient, attach, and stack the bricks through popular games such as 'Rock, Paper, Scissors.' 

The LEGO Group also partnered with the free mobile app Be My Eyes, where LEGO Customer Service colleagues will provideconfidential, live visual assistancethrough the app covering support including unboxing to general product support. 

 A significant milestone for the visually-impaired community, LEGO Braille Bricks was voted one of Time Magazine’s Best Inventions 2023. 

About LEGO Agency
We are the in-house creative agency of the LEGO Group. Focussed on brand identity, packaging design, kids’ communication, shopper communication, promotional activities, in-store material, experiential marketing, digital engagement, social media, brand communication… and more!

We’ve assembled a global super-team of talent, all passionate about the LEGO Group. Based across five countries globally, four hundred and eighty of us form the LEGO® Agency, with one purpose:

We create opportunities to spread creative thinking across the world by making the LEGO brand, franchises and products irresistible to all.

Creativity is one of our core brand values alongside imagination, fun, quality, caring and learning. It is so important to us that children are being given the time, space, and inspiration to unleash their inner potential. We want to be part of a team that champions creative problem solving, teaches new skills, and prepares children for the future. Daydream Believers understand the creativity crisis that is unfolding and are doing something about it, and at the LEGO Agency, this is something we really want to support.
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