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11+ Best LEGO® Slogans, Mottos, and Taglines

Reading Time: 6 Min
Published: 13 February, 2023
Updated: August 22, 2023
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Welcome to the world of LEGO! A brand that stands for creativity and imagination, LEGO has been a leader in the toy industry since 1932. In this blog post, we’re going to take a look at some of the memorable mottos, slogans, and taglines associated with LEGO over the years.

From its classic “It’s Playtime!” motto to its more modern-day “Build What You Believe” slogan, you’ll get an inside peek into how this beloved company continues to capture the imaginations of children (and adults!) worldwide. So without further ado, let’s dive in and explore some of the most iconic words from LEGO!

Key Takeaway

  1. The LEGO slogans are designed to capture the company’s core value of creative play for everyone.
  2. Each slogan speaks to a different audience, with messages of playfulness, encouragement, wit, and commitment to quality.
  3. The slogans work together to create an overall message that defines LEGO as an ever-changing toy with limitless potential.
  4. LEGO has created a mantra that speaks directly to its users and captures the essence of what makes them special.
  5. LEGO’s slogans have become iconic over the years due to their ability to promote imagination and teamwork.

What Is The Best LEGO Slogan, Motto, or Tagline?

LEGO’s best slogan, motto, or tagline has to be “Believe What You Will Believe”. This phrase perfectly encapsulates the power of creativity and imagination. No matter what your age or skill level, you can create something amazing with LEGO bricks.

What Was The First LEGO Slogan?

The LEGO® Group conceived the motto: “det bedste er ikke for godt,” which translates to English as “only the best is good enough.” The motto is still in use today and is meant to motivate employees never to compromise on quality.

List of LEGO® Slogans, Mottos, and Taglines

  1. It’s Playtime
  2. Believe what you will believe
  3. What Will You Make?
  4. Rebuild the world.
  5. The bane of your foot’s existence.
  6. Just imagine …
  7. The Toys That Are New Every Day.
  8. Play on.
  9. Build Together.
  10. Only the best is good enough.
  11. It’s a new toy every day.

LEGO Slogans, mottos, and Taglines Explained

1. LEGO Slogan “What Will You Make?” Explained

The first LEGO motto, “What will you make?” encourages creative imagination as it prompts users to create and play with the blocks. No matter what age or skill level the user is, the challenge is posed to come up with something new and exciting.

The tone of this statement is one of encouragement, suggesting that anyone can use their creative abilities in order to build and craft whatever they please.

2. LEGO Motto “It’s Playtime.” Explained

Let’s start off with the classic motto of LEGO: “It’s Playtime!”. This slogan has been around since the company’s inception in 1932, and it serves to encapsulate the fun-filled nature of its products. The phrase conveys a sense of enjoyment and excitement, which is something that has been associated with LEGO from the very beginning.

Not only does this motto relate to children playing with LEGO toys but also to adults who enjoy collecting and building sets. It emphasizes how enjoyable these activities can be no matter what age you are!

3. LEGO Motto “Believe what you will believe” Explained

The ninth motto, “Believe What You Will Believe” is a simple yet powerful phrase that speaks to the power of creativity and imagination. The slogan suggests that no matter what your age or skill level, you can create something amazing in the world of LEGO bricks.

This statement encourages users to dare to dream big, as anything is possible when it comes to building with LEGOs. It also highlights the idea of believing in yourself and pushing past any doubts or fears you may have about being creative.

At its core, this motto speaks to the heart of LEGO: inspiring children and adults alike to build their own worlds through play and imagination. Through this phrase, LEGO conveys an important message – that anything is possible if you dare to dream and put in the effort.

It is a powerful reminder that we can all achieve great things as long as we have the courage to try.

4. LEGO Slogan “Rebuild the World” Explained

Last but not least is LEGO’s most recent tagline: “Rebuild the World”. This slogan was introduced in 2020 during the global pandemic, and it serves as a call to action for people around the world to come together to rebuild our society. The message conveys a sense of hope and optimism—a reminder that even in times of crisis, we have the power to create something better when we work together.

5. LEGO Tagline “The bane of your foot’s existence.” Explained

The third slogan, “The bane of your foot’s existence” brings a sense of wit and humor to the LEGO brand. It is an ode to the classic problem all parents face: stepping on scattered LEGO pieces late at night! The cheeky nature of this phrase pokes fun at itself and is sure to get a laugh from anyone who has experienced it firsthand.

6. LEGO Motto “Just imagine …” Explained

The fourth motto, “Just Imagine…” encourages users to let their imaginations go wild. This statement suggests that there are no limits when it comes to creating LEGO products – anything can be created, as long as someone puts effort and imagination into it.

7. LEGO Motto “The Toys That Are New Every Day.” Explained

The fifth slogan, “The Toys That Are New Every Day” plays on the idea of a classic toy that never gets old. LEGO products are made to be reused, so no matter how many times someone has used them before, there is always something new and exciting for them to create.

This motto speaks to both young and old users alike, suggesting that everyone can benefit from the creative possibilities of LEGO blocks.

8. LEGO Tagline “Play on.” Explained

The sixth slogan, “Play On” encourages children and adults alike to keep playing with LEGOs and creating new things. It suggests that even when things get tough or difficult, you should not give up. Instead, you should keep playing in order to find something fun and enjoyable.

9. LEGO Slogan “Build Together.” Explained

The seventh motto, “Build Together” encourages collaboration and teamwork. This statement suggests that all users should work together in order to create something amazing and hints at the power of a collective effort.

10. LEGO Motto “Only the best is good enough.” Explained

The eighth and final motto, “Only the Best is Good Enough” speaks to the quality of LEGO products. It suggests that no matter what you choose to build with LEGO bricks, it will always be high quality and reliable. This message reinforces LEGO’s values of being committed to making sure their products are made to last.

11. LEGO Motto “It’s A New Toy Every Day” Explained

The slogan “It’s a new toy every day” speaks to the classic nature of LEGO. With these blocks, you can create something new and exciting every single day. This motto encourages people of all ages to keep reimagining their creations and exploring the limitless possibilities that LEGO has to offer.

Whether it’s a castle, a spaceship, or anything else your mind can come up with, there are always ways to make your LEGO project different and unique.

The phrase serves as a reminder that no matter how many times you’ve used LEGOs in the past, there is always something new and exciting waiting around the corner. It’s this type of creative power and potential that makes playing with LEGOs so much fun!

All these slogans come together in order to capture the essence of LEGO as an ever-changing toy that can be used for endless fun and creativity. Each slogan speaks directly to its target audience by communicating playfulness, encouragement, wit, and commitment to quality. Through these eight phrases, LEGO has clearly defined its mission and values to the world.


The slogans of LEGO are all incredibly powerful in communicating its core value –creative play for everyone. With each slogan providing a unique perspective, there is no doubt that this company has left an indelible mark on the world.

Whether it’s encouraging imagination or promoting teamwork, LEGO has created a mantra that speaks directly to its users and captures the essence of what makes them special. As such, it is clear why LEGO’s slogans have become so iconic over the years!

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Written by Matthew Mitchell
Hey, I am Matthew Mitchell and I am an AFOL from the UK. I have been fascinated by LEGO® since I was a child. My two children are in love with LEGO® and it's because of them that my interest continued to grow, this is how I fell in to the rabbit hole of MOCs (my own creation). 

With every new MOC I saw I became just a bit more addicted to the endless possibilities that LEGO® offers. This led me to creating Belle-Ve Bricks, a platform where talented designers can share their work with the world.

And where we can create together with you, custom models.
About Matthew Mitchell
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