LEGO issues call to plastic bottles: ‘Become a prototype brick today’

The LEGO Group has called on plastic bottles everywhere to become prototype LEGO elements in a video showcasing its recycled bricks.

Pitched as an informational video for plastic bottles seeking a new lease of life, the clip is designed to spread awareness around the LEGO Group’s first-ever recycled elements. The 2×4 bricks – which were created using PET from discarded bottles – were first unveiled back in June.

“Like you, these prototype bricks were once plastic bottles looking for a new path,” the video begins, before explaining the journey the company’s sustainability team has been on in search of an alternative, more planet-friendly source of plastic.

“It’s not easy becoming a LEGO brick,” the narrator says. “We have a dedicated team making sure you’re as strong, durable and safe as those around today.”

The LEGO Group’s sustainability team has tested more than 250 types of PET to come up with the first-ever recycled brick, which could arrive in boxes as early as 2023. For now, the group of more than 150 scientists, researchers and engineers will continue to develop and test the current formulation.

For more on the new elements – including how they could pave the way for brand new colours and types of bricks – check out our chat with the LEGO Group’s Vice President of Environmental Responsibility Tim Brooks and Vice President of Materials Nelleke Van Der Puil.

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Chris Wharfe

I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then. You can follow me on Twitter at @brfa_chris.

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