The Lego Group has announced its investment in a new project to develop sustainable packaging materials. The news came almost a year after Lego announced the end of its 50-year-old contract with Shell due to pressure from Greenpeace.
The company said it will establish a Lego Sustainable Materials Centre at its headquarters in Billund, Denmark, with plans to manufacture both its packaging and toys in sustainable materials by 2030. The company said it plans to hire over 100 new workers for the center and collaborate with the World Wildlife Fund to evaluate the sustainability of the new materials.
CEO and President Jørgen Vig Knudstorp said:
“This is a major step for the Lego Group on our way towards achieving our 2030 ambition on sustainable materials. We have already taken important steps to reduce our carbon footprint and leave a positive impact on the planet by reducing the packaging size, by introducing FSC certified packaging and through our investment in an offshore wind farm. Now we are accelerating our focus on materials.”
Lego said it will uphold its safety standards by performing extensive testing of all materials before settling on a replacement for its products.