The company is phasing out oil-based plastics in search of an environmentally friendly alternative.
Lego is investing hundreds of millions of dollars into the research, development and implementation of sustainable raw materials to manufacture sustainable elements and packaging.
The company hopes to make a full transition to green materials by 2030, which is ambitious considering the 60 billion blocks it produces each year.
Although the company has endeavored to offset the energy used in its factories, most of Lego’s carbon footprint comes from the extraction and refinement of crude oil used in its bricks. It has realised that any legitimate effort in becoming environmentally sustainable must start at a more fundamental level – the building blocks.
Lego is to spend $150m on its new Sustainable Materials Centre, where it will collaborate and develop partnerships with stakeholders and scientists. The new sustainability centre is expected to be built by 2016 and will employ around 100 materials experts.
The company has reassured customers that it is doing serious long-term research and development of new materials so as not to compromise the quality or safety standard expected by parents.