One of the world’s most beloved toy companies, Denmark’s The Lego Group, is dumping plastic in favor of a less toxic and more environmentally friendly substance. The company announced plans to spend DKK1 billion—about $150 billion—to develop a new sustainable material for its iconic toy blocks.
To that end, the company has established the LEGO Sustainable Materials Center and expects to recruit more than 100 employees for the new project. Its ambition is to find and implement sustainable alternatives to its current materials by 2030.
Jørgen Vig Knudstorp, CEO and President of the Lego Group, said, “This is a major step for the Lego Group on our way towards achieving our 2030 ambition on sustainable materials. We have already taken important steps to reduce our carbon footprint and leave a positive impact on the planet by reducing the packaging size, by introducing FSC certified packaging and through our investment in an offshore wind farm. Now we are accelerating our focus on materials.”
The Lego Group owner, Kjeld Kirk Kristiansen, commented, “Our mission is to inspire and develop the builders of tomorrow. We believe that our main contribution to this is through the creative play experiences we provide to children. The investment announced is a testament to our continued ambition to leave a positive impact on the planet, which future generations will inherit. It is certainly in line with the mission of the LEGO Group and in line with the motto of my grandfather and founder of the LEGO Group, Ole Kirk Kristiansen: Only the best is good enough.”