Replay will take any previously used Lego bricks and donate them to children’s non-profits across the USA, with a view to expanding the programme should it prove successful.
Consumers can collect any loose Lego bricks, sets, or elements, place them into a cardboard box, and visit www.lego.com/replay to print out a free UPS shipping label. The package will be sent to the Give Back Box facility, where each brick will be sorted, inspected by hand, and given a rigorous cleaning.
“We know people don’t throw away their Lego bricks,” said Tim Brooks, vice president, Environmental Responsibility at the Lego Group. “The vast majority hand them down to their children or grandchildren. But others have asked us for a safe way to dispose of or to donate their bricks. With Replay, they have an easy option that’s both sustainable and socially impactful.”
Brooks and his team spent the past three years working on the project to ensure the process met the highest quality and safety standards and adhered to US regulations. They then connected with Give Back Box, a charity dedicated to recycling 11m tons of unused clothing, footwear, and other textiles that end up in US landfills each year.
“I am excited to join the Lego Group in this pilot programme,” said Monika Wiela, founder of Give Back Box. “Growing up in Poland, I didn’t have many toys as a child, so this collaboration is rather personal for me. What’s better than giving a child the gift of play? For us, the number of donations we receive is critical to a successful campaign, so we’ve made it as easy as possible for folks at home to send in their idle bricks.”
Teach For America will receive the majority of the elements and will provide them to thousands of classrooms across the country. Bricks will also be sent to Boys & Girls Clubs of Boston for their after-school programmes. Both non-profits can expect to receive the first shipments in November. Once the pilot is complete in spring 2020, the Lego Group will evaluate a possible expansion of the programme.