Lego Goes Green

Lego has been a children's favorite since its introduction in the 1930's. The company has manufactured colorful block sets for children who want to build everything from pirate ships to horse stables and has even expanded to create a TV and movie franchise based on the blocks as well.

Now, the beloved building blocks are undergoing a makeover, but the company says, not a facelift.

Reducing Lego's Carbon Footprint

Lego is made from a petroleum-based plastic substance that has given the company a bad rap for being environmentally unfriendly. However, Lego CEO Jorgen Vig Knudstorp announced that the company is planning to invest 1 billion Danish krones in finding a replacement material with which to manufacture the blocks.

New Blocks

The company will establish its own Sustainable Materials Centre, where employees will work to find an alternative material to the traditional plastic. Lego said it hopes to recruit over 100 specialists in the coming years in order to develop the new blocks, which the firm says will not have any noticeable differences from the original blocks.

Collaboration

The project is expected to take nearly 15 years, with the company hoping to have found a viable alternative by 2030. Lego is planning to partner with several organizations and experts who can help develop the new blocks, and the firm has already been collaborating with groups like the WWF to asses the sustainability of its product.
Image Credit: Public Domain