The Danish family business LEGO wants to make all its products with sustainable materials by 2030!
LEGO toy line changes its image. The fourth-generation Danish family company has announced its intention to develop new sustainable manufacturing and packaging materials for its famous small bricks. Founded in 1932 by Ole Kirk Kristiansen, a trained carpenter, the LEGO company initially made wooden toys. Since the quality and supply of wood became difficult, the entrepreneur turned to plastic to make his toys. This shift towards plastic, coupled with a strong innovation strategy including a foray into robotics, led to the creation of the twice-named ‘toy of the century’ bricks. While oil-based plastic proved to be an innovative solution at the time, LEGO announces today that it will be replaced by sugarcane plastic by 2030. The toy giant, with 17,000 employees and 70 billion pieces sold per year, wants to ensure a lower footprint while maintaining its standards of quality and safety. In doing so, who knows, it may be able to bring other industry players to change their practices!