When a gift says what your organisation believes:

How the LEGO Group transformed parental leave gifting into a strategic expression of their values - and what it means for your people programme:

From Babies in Love donates 100% profit to vulnerable cihldren. So they can be safe, loved and learning. That's over $1m, and counting.

We transform parental leave gifts from an afterthought into a strategic, consistent, and deeply purposeful employee moment.

No more flowers that might only go to women, and are gone after 10 days.

We transform that spend into employee experience that contributes to your engagement, retention and culture goals.

The LEGO Group is one of the world’s most admired employers, known for its deliberate, values-led approach to reward, with over 33,000 employees spanning global offices, retail stores, and manufacturing plants.

Their fully paid parental leave policy, offering a minimum of 26 weeks for primary caregivers and 8 weeks for non-primary caregivers (regardless of role, location or family structure), set a new global benchmark.

But having the right policy wasn't enough. LEGO wanted to ensure that every colleague felt the weight of that commitment at the moments that mattered most.

In 2025, LEGO rolled out From Babies with Love globally. Every LEGO parent receives a beautiful parental leave gift, with the knowledge that 100% of its profit is supporting vulnerable children worldwide.

"One of the disciplines I bring to every reward decision is asking: does this connect our investment in people with the outcomes we're driving for the business?

Parental Leave gifting, done well, does exactly that. It contributes to how colleagues feel about work, to retention, and to gender balance. What makes From Babies with Love exceptional is that it takes something that could be transactional - a gift - and makes it strategic.

The story behind every gift, the impact on vulnerable children, the alignment with our values as a company - these aren't nice-to-haves. They're the difference between spend that disappears and spend that builds culture.

That's the standard I hold our reward programme to, and From Babies with Love meets it."

You’ve invested in generous leave policies. You’ve built family-friendly frameworks. But for many HR leaders, one critical gap remains: what does your organisation actually say to a colleague in the moment they go on leave, or return to work?

Ad-hoc gestures - flowers ordered by an individual manager, or nothing at all - leave colleagues feeling overlooked, undermine your inclusion strategy, and quietly erode the trust and retention
you’ve worked so hard to build.

The cost of losing a working parent is significant. Research from Oxford Economics puts the average financial impact of replacing an employee earning £25,000 at £30,614 - before you factor in the gender balance consequences of disproportionate attrition.

In Reward, we spend a lot of time thinking about what it means to make people feel genuinely valued - not just compensated.

From Baibes with Love has found a remarkable way to do both. When our colleagues receive their gift, they're not just receiving something beautiful for their new baby - they're receiving a message about the kind of company they work for.

The fact that every purchase also supports vulnerable children gives the moment a depth that you simply can't manufacture.

Our colleagues notice. They remember it. And that's exactly what a great people programme should do.

Spend that builds culture - not spend that disaapears...

We operate at scale, globally, creating effiency, a seamless process that ensures noone is missed out, and employee advocacy that works magic for your employer brand.

We liaise directly with your HR operations team, easily slotting into your existing parental leave proess, and removing admin for both HR and your line managers.

Join the LEGO Group and hundreds of other companies who have transformed ad-hoc spend into EVP Gold!

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