The Role of Sustainability in LEGO's Supply Chain

The LEGO Group has introduced its sustainability campaign, Built for Tomorrow, highlighting the durability of the LEGO brick. The initiative is part of the company's journey towards a sustainable future.

Central to this campaign is a nostalgic element: a knight from the 1978 Yellow Castle set, which guides audiences through LEGO’s advancing approach to sustainability.

Durability meets sustainability

LEGO bricks, known for their long-lasting quality, have stood the test of time, as evidenced by environmental studies finding LEGO pieces from decades ago. Through Built for Tomorrow, LEGO is actively promoting its core values of quality, safety and durability while advocating for a more sustainable future.

Progress on sustainable materials

A breakthrough moment in LEGO’s sustainability mission occurred in 2024, with 50% of the materials used in brick production sourced sustainably.

The firm aims to achieve a 53% mass balance target by year-end, advancing its goal to phase out fossil-based plastics.

“This campaign is a way to celebrate the progress we’re making on our sustainability journey and to recognise the durability of the LEGO brick that fans have come to know and love,” says Annette Stube, Chief Sustainability Officer at the LEGO Group.

“With half of the materials we buy to make LEGO bricks now produced with renewable sources, we’re proud of how far we've come. As we continue to transition to more sustainable initiatives, we remain committed to the highest standards of safety, durability and quality, ensuring our bricks are always ready for generations of play.”

More than 600 materials have been trialled to ensure they meet LEGO's performance standards.

Notable new materials include botanical pieces made from sugarcane, tyres crafted from recycled engine oil and fishing nets and transparent bricks from recycled acrylic.

Plans are afoot to integrate e-methanol for producing robust bricks, following the opening of a commercial e-methanol facility in Denmark in May 2025.

Circularity in practice

Since 2018, through the LEGO Replay programme, over a million pounds of pre-loved LEGO bricks have been collected and redistributed in the US, Canada and the UK.

This initiative ensures these bricks inspire creativity while avoiding landfill. Another element of LEGO's circular strategy includes replacing single-use plastic bags with recyclable paper-based formats in product packaging, crucial in reducing plastic waste.

Renewable energy and emission reduction

LEGO's operational impact is also improving. Over the past two years, the company's solar energy capacity has surged by 61% globally, aligning with their aim to cut carbon emissions by 37% by 2032 compared to a 2019 baseline.

Sustainable manufacturing practices are further evolving, with a focus on recycled tyres. LEGO is intent on transitioning all primary products to sustainable materials by 2030.

Despite only 9% of plastic being recycled globally, LEGO's tyres, appearing in sets, already comprise 30% recycled content. Backed by a US$140.5 million R&D investment, research into alternatives like rSEBS, bio-PE and arMABS is ongoing.

Collaborations with partners such as WWF and BFA reinforce LEGO’s role in catalysing change across the supply sector.

Collaborative efforts with WWF

The LEGO Group has collaborated with WWF Denmark to launch the Planet Promise Design Guidelines, a toolkit dedicated to embedding sustainability into LEGO playtimes.

By leveraging a decade of partnership, these guidelines assist over 600 LEGO designers in creating environmentally-friendly themes and sets.

The initiative aligns with the broader Planet Promise and acknowledges that 94% of parents believe play can foster an understanding of sustainability.

As LEGO innovates its approach towards sustainability, it exemplifies how cherished brands can responsibly evolve, illustrating that iconic toys can truly be "built for tomorrow".