Lego, the popular toy maker based in Denmark, announces that it will replace its oil-based plastics with sustainable materials.
The company expects the cost will be $150 million and will hire more than 100 employees for research and development. Lego has set a goal to make the switch to more sustainable materials by 2030.
The building blocks are now primarily made from plastics, primarily acrylonitrile butadiene styrene (ABS). ABS creates a sturdy and lightweight plastic and has a wide variety of uses, including automobile bumpers, household appliances, and keys on computers.
Lego’s decision to change plastics come from its desire to improve the environment. “Finding alternatives to the materials used to make these bricks would significantly reduce the Lego Group’s impact on the planet,” said Lego owner Kjeld Kirk Kristiansen.
The firm also plans to make its packaging from sustainable raw materials.
In 2014, the company used 77,000 metric tons of raw materials to create more than 60 billion individual building blocks.
“[Quality] is paramount to us as it enables us to provide children with a unique play experience that inspires and develops them and enables them to build a better tomorrow. This is ultimately the reason for our continued efforts to always do better,” Lego CEO and president Jørgen Vig Knudstorp said.
The Lego Group became the largest toy maker in the world, with $2.03 billion in revenues in 2014, which edged out Mattel. Lego is growing in China and the success of the Lego movies have helped put the company on top.
