Iconic toy manufacturer LEGO will begin replacing the petroleum in its bricks with a renewable, recycled plastic. This move, while more costly, reflects the company’s commitment to the environment.
In a recent interview, CEO Neils Christiansen stressed that, despite the challenges, the brand maintains its strength in the global market. Sales in the first half of the year increased by 14%, which translated into a 26% increase in profits, reaching DKK 8.1 billion (US$ 1.2 billion).
The challenge of a greener plastic
[post_relacionado]LEGO, which produces billions of bricks each year, has invested in the search for sustainable materials. After testing more than 600 alternatives, the company is on track to significantly reduce the petroleum content in its products, aiming to use certified renewable resin in more than 50% of its production by 2026.
Lego will use renewable plastic in its pieces. Source: DW English
However, this change is not cheap. The use of this bioplastic could make it more expensive to produce a LEGO brick brick by up to 70%, a cost the company is willing to bear. According to Christiansen, the intention is to encourage the development of a more robust supply chain for these environmentally friendly materials, hoping that, in the long term, the investment will boost the market for sustainable plastics.
Replacing oil in your bricks: A necessary change in the industry
This movement takes place in a context where fossil fuel-derived plastics fossil fuel-derived plastics continue to dominate continue to dominate the market, in part because of their low cost. However, growing demand for greener products is driving toy companies to lead the change. Meanwhile, other toy industry giants, such as Hasbro and Mattel, are also beginning to integrate recycled materials into their products, although without commitments as ambitious as those of LEGO.
With its sights set on 2032, the company aims for all its products to be made exclusively from recycled or renewable materials, making a significant difference in the toy industry and reaffirming its role as a leader in innovation and sustainability.
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Source: CNNE
Photo: Shutterstock