LEGO Group Encourages Fans to Sustain Play Through Brick Passing and Reuse

(IN BRIEF) The LEGO Group has launched the “Made to Be Played” campaign, urging fans to pass on their LEGO bricks to keep the play going across generations. The initiative is part of the company’s broader commitment to sustainability, which includes expanding take-back programs and developing new, eco-friendly materials. With significant investments in environmental initiatives, the LEGO Group is paving the way for a more sustainable future while continuing to inspire creativity through play.

(PRESS RELEASE) BILLUND, 19-Aug-2024 — /EuropaWire/ — The LEGO Group has kicked off a new initiative today, urging LEGO enthusiasts and families to continue the legacy of play by passing on their beloved LEGO® bricks. The “Made to Be Played” campaign highlights the timeless durability and creativity that LEGO bricks inspire, showing how these iconic pieces can be enjoyed by generation after generation.

Featuring classic LEGO sets such as the original LEGO Castle from 1978, the Galaxy Explorer from 1979, and the Black Seas Barracuda from 1989, the campaign celebrates the enduring appeal of LEGO bricks. Since their creation in 1958, LEGO bricks have been renowned for their innovative design and interlocking system, allowing for endless creative possibilities. These qualities have helped LEGO bricks become a toy that stands the test of time, ensuring they can be passed on rather than discarded.

Sustainability at the Core

Annette Stube, Chief Sustainability Officer at the LEGO Group, emphasized the company’s dedication to sustainability, stating, “LEGO bricks are designed to be played with over and over again – and we want our fans to keep them in play by passing them on when they are no longer being used. By designing bricks that last for generations, we aim to inspire endless creativity and prevent LEGO bricks from becoming waste.”

The LEGO Group is also committed to increasing the sustainability of its products. The company is working towards using renewable and recycled materials in its bricks by 2032, while ensuring they maintain the same high standards of durability, safety, and consistency. Currently, the company has introduced materials like bio-PE and recycled arMABS into its product lines and is exploring innovative new materials like ePOM, which will further its sustainability goals.

Expanding Sustainable Initiatives

In addition to the new campaign, the LEGO Group has been expanding its sustainability initiatives, including the LEGO Replay take-back program, which was recently launched in the UK following successful trials in the U.S. and Canada. The company is also exploring trade-in programs in the U.S. and Germany, aiming to make it easier for fans to pass on their used bricks.

The LEGO Group’s commitment to sustainability is underscored by its significant investments in environmental initiatives. The company increased its spending on these initiatives by 60 percent in 2023 compared to the previous year, with plans to double this investment by 2025. These efforts are part of the LEGO Group’s broader goals to reduce greenhouse gas emissions by 37 percent by 2032 and achieve net-zero emissions by 2050.

A Future Built on Play and Sustainability

As the LEGO Group continues to innovate and push the boundaries of sustainability, the “Made to Be Played” campaign serves as a reminder of the value and longevity of LEGO bricks. By encouraging fans to keep their bricks in circulation, the company hopes to inspire continued creativity while supporting a more sustainable future.

About the LEGO Group

The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.

Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide. For more information: www.LEGO.com

Media Contact:

media@LEGO.com.

SOURCE: LEGO System A/S

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