LEGO launches new Castle-centric sustainability campaign
The LEGO Group’s latest sustainability campaign leans into LEGO Castle nostalgia to showcase the durability of sustainable materials now in use.
A new sustainability campaign titled Built for Tomorrow is now underway, featuring a video that stars a knight minifigure from 1978’s 375 Yellow Castle, experiencing the world of LEGO and its changes almost 50 years later.
The new campaign and its video explore how the LEGO Group is reevaluating the materials it uses and is investing in more sustainable materials without compromising the quality or durability of LEGO pieces.
“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,” said 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.”
The LEGO Group has revealed that half of the materials purchased to make LEGO bricks in 2024 were produced from sustainable sources. It’s stated that this is a key milestone in the eventual goal to increase its purchases of resin produced with sustainable sources to meet its mass balance target of 53% for the full year.
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