Lego is investing $150m to build a sustainable materials research centre in order to come up with a more environmentally-friendly alternative for producing their bricks.
Lego is looking to hire 100 specialists in material science for the centre, which will be headquartered in Denmark. They will be researching greener ways of producing Lego’s bricks – of which 45.6 billion were produced in 2012.
“We have already taken important steps to reduce our carbon footprint and leave a positive impact on the planet by reducing the packaging size, by introducing FSC certified packaging and through our investment in an offshore wind farm. Now we are accelerating our focus on materials,” said Jørgen Vig Knudstorp, CEO and president of the LEGO Group.
Currently, all of the bricks, which add up to roughly 600 billion since 1958, and their packaging are made from plastic.
The investment funds apportioned for the research centre follows on from the company’s 2012 promise to replace all the raw materials used in brick production with more sustainable ones by 2030.
“Our mission is to inspire and develop the builders of tomorrow. We believe that our main contribution to this is through the creative play experiences we provide to children. The investment announced is a testament to our continued ambition to leave a positive impact on the planet, which future generations will inherit,” LEGO Group owner Kjeld Kirk Kristiansen added.