Lego wants to build a new world — and not just in the land of make-believe.
The Danish toymaker is putting its manufacturing where its mouth is when it comes to sustainability, and this month began selling bricks made from sugarcane-based polyethylene in select countries, reports Business Insider.
By 2030, the company plans to produce most of its products and packaging using environmentally friendly materials.
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"At the Lego Group we want to make a positive impact on the world around us, and are working hard to make great play products for children using sustainable materials," said Tim Brooks, Vice President of Environmental Responsibility at the Lego Group, in a press release this March.
Sugarcane plastic is in line with the guidelines of Lego’s partner World Wildlife Fund (WWF), according to the Business Insider report. The Lego blocks are recyclable but not 100% biodegradable.
Earlier this year, Lego began taking steps toward its sustainability goals with the introduction of "Plants from Plants" set number 40320, made from plant-based materials and molded in the shape of trees.
That set will be included complimentary with all purchases over $40 from the official Lego online store between Aug. 1 and Aug. 14 in the US and Canada, as well as in the UK, Germany, and Austria between Aug. 1 and Aug. 17, noted Business Insider.
Lego previously invested $165 million in a sustainable material research center, according to the Verge.
“It is essential that companies in each industry find ways to responsibly source their product materials and help ensure a future where people, nature, and the economy thrive,” said Alix Grabowski, a senior program officer at WWF, in the original press release.