The LEGO Group commits to the Ellen MacArthur Foundation’s circular economy principles

An announcement from the LEGO Group sees the company collaboration with the Ellen MacArthur Foundation for a more sustainable future.

The Ellen MacArthur Foundation is focused on the circular economy, a theory of growth that is about sustainability and regenerating the natural world. The LEGO Group is signing up to the charity’s goals as it commits to becoming a more circular business.

According to the press release, “The quality and durability of LEGO products mean they can be reused and passed down through generations, while remaining fully compatible with elements produced today.”

This extract from the press release announcing the move vexplains the joint goals:

The shared ambition for the membership is to help build a better planet for future generations by driving the global transition towards a circular society.

The three year membership will focus on four key areas; working with the Foundation’s network of businesses, experts and policymakers to accelerate the transition to a circular economy, inspiring circular design across the toy industry and beyond, expanding the circular services and products the LEGO Group offers, and teaching children about the circular economy through play.

“Everything we do at the LEGO Group is centered on the child, and our sustainability ambitions are no different. We focus on building a better planet for future generations which includes protecting the world’s natural resources,” says Tim Brooks, LEGO Vice President of Environmental Responsibility. “Becoming more circular is key to us achieving this. We’re excited to join the Ellen MacArthur network to advance own our transition to being a more circular business, while collaborating with the network and sharing our research, insights and learnings with the aim of driving industry-wide change.”

“We are delighted to welcome the LEGO Group to the Ellen MacArthur Foundation Network and we applaud the company’s ambition to become a more circular business,” says Joe Murphy, Ellen MacArthur Foundation Network Lead. “Our network enables organisations from a wide range of sectors around the world to share ideas and inspire one another, accelerating the transition to a circular economy. By working together, we can go further, faster.”

An online event in October will see the LEGO Group and the Ellen MacArthur Foundation Education Team educate teenagers on the circular economy.