The Lego Group (
www.lego.com), which produced 60 billion of its iconic building elements last year, plans to invest DKK1 billion (£96 million) in researching, developing and implementing new sustainable materials.
To support this research, the international toy manufacturer will establish the Lego Sustainable Materials Centre in Billund, Denmark, and will recruit 100 materials specialists.
Jørgen Vig Knudstorp, chief executive and president of the Lego Group, said the investment should allow the company to achieve its 2030 target of finding an alternative raw material for its building blocks.
“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 group first announced its 2030 target in 2012 and has been collaborating with a number of companies and experts to achieve it. For example, the company is working with conservation group WWF to assess the sustainability and impact of any new bio-based Lego materials.
Mr Kundstorp said: “This is a long-term investment and a dedication to ensuring the continued research and development of new materials that will enable us to continue to deliver high-quality creative play experiences in the future, while caring for the environment and future generations. It is a daunting and exciting challenge.”