KultureCity, a nonprofit organization founded in 2014 in Alabama, United States, is certifying LEGO stores and LEGO House as Sensory InclusiveTM. This certification ensures that these locations provide a welcoming environment and an enhanced level of customer experience for those with sensory needs. Staff receive additional training on how to support visitors with sensory disabilities, and sensory bags are available at no cost.
With this innovative partnership, the brands won Transformidy’s Great Experience Award for August 2024. This insight delves into the unique program and explores why it is a great customer experience design.
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What Is KultureCity Sensory Inclusive Certification?
One in four individuals in the United States is diagnosed with a sensory processing need (including sound and visual), KultureCity created a Sensory InclusiveTM program to organizations navigate around these needs in physical, online, and virtual environments.
Over 1800+ locations across the United States and worldwide have worked with KultureCity to become certified with continuous training, sensory bags, and mobile application integration.
LEGO House Certification
LEGO House, the ultimate fan experience in Billund, Denmark, is the first experience center in the Nordics to receive the certification early in 2024. It also participates in the Sunflower Lanyard scheme for people with hidden disabilities. Additionally, a unique space unveiled a new accessible experience in its History Collection. The collection includes an interactive timeline with animations supported by audio, braille, International Sign, and tangible wooden models to increase accessibility.
All LEGO stores in the U.S. and Canada will be certified starting in April 2024, with plans to expand certification to more countries later in the year. Appropriate signage and social stories will be available to help visitors prepare for their visit.
Colette Burke, Chief Commercial Officer at the LEGO Group, commented:
“All LEGO® entities are united by our mission to inspire and develop the builders of tomorrow and a belief that the benefits of play are equally critical to all children. This fuels our exploration of how to make the LEGO experience more inclusive and welcoming for everyone.”
“We know the LEGO System in Play is enjoyed by neurodivergent fans of all ages and we want to support, inspire, and celebrate their creativity. We hope that the changes to our stores, publications and family attractions will have a positive impact and help embrace the diverse needs and strengths of our fans globally. There will always be more to do, and we’re committed to working with fans and experts to implement initiatives that can help make a difference in building a more inclusive world.”
The building block brand has always been a pioneer when it comes to catering to the needs of neurodivergent fans of the brand. The certification will ensure those with additional sensory requirements can still have fun whether they are at a physical store, online, or virtually.
Enhanced Customer Experience
Expanding inclusiveness has been a driving force for the iconic brand. One in five individuals is diagnosed as neurodivergent. Using building blocks as a part of a therapy treatment has seen growth in popularity. Unfortunately, noise, lights, and other sensory nodes in a physical environment could pose problems for some store visitors. This initiative goes a long way to ensure a safe space for those looking for fun experiences.
When it comes to customer experience, brands need to understand who their audience is, how the audience would like to interact/engage, and what environments best meet their needs. Beyond creating a safe physical, online, or virtual environment, successful brands think about the totality of the go-to-market strategy to ensure staff/agents are trained to deliver a supportive experience, videos or signage are built to enhance awareness of any new programming, and feedback is collected for improvements. Building trust takes time!
Great Experience AwardTM
Transformidy’s Great Experience AwardTM is presented monthly and showcases excellence in experience strategy design or execution. Companies are welcome to submit entrants with support like demos, pictures, videos, press releases, or descriptions (no bigger than 5Mb in size per item), for this monthly award with experience ideas, innovations, or initiatives curated for customers, employees, or stakeholders.
Transformidy will evaluate all entrants and will make the final decision on the winner based on factors including but not limited to how the experience(s) transform or improve the way the company engages, acquires, supports, or maintains its customers, employees, or stakeholders. The experience(s) for consideration can be physical, online, or virtual.
How Can We Help?
Transformidy is available to assist in helping you understand trust and assess how your company’s experience strategy is effective in generating engagement, satisfaction, and business growth.
Contact us or set up a 30-minute complimentary consultation for more information on our services, insights, or showcases. We look forward to hearing from you.