Lego has announced plans to create a new form of lego made from plant-based plastic sourced from sugar cane.
In an effort to go green, the Danish toymaker will release a new form of the botanical building blocks made entirely from plant-based plastic, which will be released later this year.
“At Lego we want to make a positive impact on the world around us, and are working hard to make great play products for children using sustainable materials,” said Tim Brooks, vice-president of environmental responsibility at the company.
“This is a great first step in our ambitious commitment of making all Lego bricks using sustainable materials.”
This is one of the efforts the group are making as part of their commitment to increase their use of sustainable materials in products and packaging.
The new products are made from polyethylene, produced with ethanol made from sugarcane. They are said to be as durable as normal plastic and able to be recycled many times.
According to the company, the sugarcane has been “sourced sustainably” and the elements made with the new plastic have been tested to meet the company’s “high standards for quality and safety”.
Lego has teamed up with WWF and the Bioplastic Feedstock Alliance (BFA) to ensure sustainable raw materials.
The 85-year-old toymaker has increased efforts to become greener over the years. It has a 2030 target to reach zero waste. Last year, they introduced the new sustainable paper pulp trays for advent calendars in order to reduce wasted plastic.
Last year the group announced plans to axe 1,400 jobs after suffering its first drop in sales in more than a decade.
“We are very sorry to make changes which may interfere with the lives of many of our colleagues,” said Jørgen Vig Knudstorp, chairman of the group. “Our colleagues put so much passion into their work every day and we are deeply grateful for that. Unfortunately, it is essential for us to make these tough decisions.”