Constructed for Tomorrow, The LEGO Group’s newest sustainability marketing campaign, is formally on the transfer.
The marketing campaign unveils the toy firm’s ongoing sustainability journey and the innovation behind its merchandise. The face of the marketing campaign is a basic LEGO minifigure from the previous. The small knight determine rides to the current from the 1978 Yellow Fortress set, exhibiting worth within the longevity of its product. It pays homage to LEGO’s sturdiness, which has been put to the take a look at via many years of play.
Constructed for Tomorrow explores how The LEGO Group is reconsidering supplies and investing in a extra sustainable future for play, with out compromising the bricks’ high quality, security, or sturdiness.
“This marketing campaign is a technique to rejoice the progress we’re making on our sustainability journey and to acknowledge the sturdiness of the LEGO brick that followers have come to know and love,” says Annette Stube, Chief Sustainability Officer at The LEGO Group.
Whereas the corporate has been working in direction of these objectives for a very long time, this marketing campaign offers a platform to hone in on particular missions.
With half of the supplies we purchase to make LEGO bricks now produced with renewable sources, we’re pleased with how far we’ve come. As we proceed to transition to extra sustainable initiatives, we stay dedicated to the very best requirements of security, sturdiness, and high quality — making certain our bricks are at all times prepared for generations of play.
Annette Stube, Chief Sustainability Officer on the LEGO Group
The marketing campaign initiatives are formally underway. The primary initiative is to make use of extra renewable vitality and reduce carbon emissions. The LEGO Group has elevated photo voltaic capability by 61% over the previous two years. This is part of a dedication to chop carbon emissions by 37% by 2032.
The second marketing campaign initiative is recyclable packaging. Accordingly, the corporate will exchange single-use plastic baggage with paper-based supplies. The following marketing campaign initiative is preserving the present bricks in play. Since 2018, the LEGO Replay program has collected multiple million kilos of used LEGO bricks the world over and redistributed them to youngsters in want of play.
The ultimate initiative within the marketing campaign is to make use of extra sustainable supplies. The corporate continues to introduce recycling and bio-based content material throughout greater than 1000 LEGO parts.
Correspondingly, examples embody among the botanical set items made utilizing Brazilian sugarcane, tire items made with recycled engine oil, and fishing nets.
For extra details about the Constructed for Tomorrow marketing campaign, go to lego.com.
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