Green turn in the Lego house. The giant of toys unveils the prototype of its first bricks made of recycled plastic from bottles, thus taking an important step towards the goal of making all its products sustainable by 2030. We continue to work on the prototype and it will take, he admits Lego, still some time before the recycled plastic bricks can be purchased by the public. The trials are in fact proceeding to verify if it is possible to make the big leap towards the next phase, that of pilot production. One of the most important factors being evaluated is how to color the bricks. «Experiments are an important step in the learning and innovation process. Like children playing with bricks, putting them together and taking them apart, we do the same in the laboratory, ”explains Tim Brooks, Lego’s vice president with environmental responsibility. «The biggest challenge on our journey to sustainability is to rethink and innovate new materials that are as durable, strong and high-quality as existing bricks. With the prototype we show the progress we are making, ”adds Brooks, reiterating Lego’s commitment to a“ sustainable future ”for children. “We want our products to have a positive impact on the planet. There is still a long way to go but we are happy with the progress we are making », Brooks continues.
Innovation through sustainable materials is just one of Lego’s initiatives to not only inspire millions of children around the world but also to improve its environmental impact. The toy giant has announced an investment of $ 400 million over three years to accelerate its green ambitions, and has pledged to get rid of all single-use plastic boxes by 2025. Its energy consumption is also 100%. % balanced by renewable energies. Lego is one of the companies that has benefited from the pandemic. With billions of people forced home by Covid, brick sales soared and the company ended 2020 with revenues up 13% and net income of $ 1.33 billion. Positive results that show how despite the rise of video games, Lego with its more traditional toys continues to break into the hearts of children and adults.