The LEGO Group and WWF Denmark collaborate on new design guidelines to help children imagine a more sustainable future through LEGO® play

The LEGO Group has joined forces with WWF Denmark to create the Planet Promise Design Guidelines to support the development of exciting new storylines that feature socially and environmentally responsible practices in play experiences. Covering both products and packaging, the guidelines provide advice and inspiration for LEGO® designers, who are creating new LEGO sets, stories and experiences.

As part of the LEGO Group’s commitment to making a positive impact on society and the planet – the Planet Promise – the guidelines encourage designers to reflect the importance of environmental activities such as protecting nature, increasing use of renewable energy and resources and creating a more sustainable world. The Planet Promise Design Guidelines will initially be applied as appropriate to LEGO owned themes.

The launch of the guidelines follows recent research that shows 8 in 10 (83%) of children aged 5 – 12 say they care about protecting the environment, and over 9 in 10 (94%) parents believe play is a tool for children to explore and learn about sustainability.*

Annette Stube, Chief Sustainability Officer at the LEGO Group, said: “We know LEGO play is a powerful and engaging tool for children to make sense of the world around them, and we have included environmentally and socially responsible storylines in our products for many years.

“The new guidelines will allow us to continue helping children imagine what the world could look like through our products, inspiring them to think creatively about the world they will inherit.”

Jacob Fjalland, Interdisciplinary Director at WWF Denmark, commented: “We are delighted to partner with the LEGO Group on this new set of guidance to inspire and engage children around the world and make room for curiosity on nature and climate matters and how to take good care of our planet. We know firsthand how important education on nature and climate matters is, and as the world’s largest environmental organisation WWF aims to inspire hope and motivation in children and young people helping to shape a generation of optimistic and proactive young individuals.”

The guidance was developed in close partnership with WWF Denmark with assistance from WWF experts from the USA, China, Germany and the UK and includes:

• Planet Promise Design Principles to educate and inspire LEGO designers who want to gain a deeper understanding of socially and environmentally responsible practices related to nature, communities, energy, and resource use.
• Planet Promise Design Guides which provide LEGO designers with essential information and guidance relevant to the experience they are creating.

The LEGO Group has partnered with WWF since 2014 as part of the company’s commitment to reduce carbon emissions, better understand it’s impact on nature, and promote global action on climate change.

The LEGO Group currently has over 600 design colleagues that create products to spark the imagination of children and fans of all ages. Last year, the company’s portfolio was made up of 840 sets – almost half of which were new – that appeal to a wide range of interest and passions.

The Planet Promise Design Guidelines marks the latest step in the LEGO Group’s efforts to build a healthier planet, for future generations. There is no single solution to the challenges of sustainability, which is why the company is exploring a range of initiatives to reduce its environmental footprint and make its products from more renewable and recycled materials. To date, the LEGO Group has tested over 600 different materials for its bricks and elements.

More information about the LEGO Group’s sustainability progress can be found here.

*) The LEGO® Play Well Study 2024

LEGO® Play Well Study 2024: commissioned by the LEGO Group, carried out by Edelman DXI between 13.12.23 – 24.01.2024. Total sample size of 61,532 respondents, including 36,000 parents and 25,532 children aged 5-12 years old from 36 markets.

About the LEGO Group and WWF Denmark
Since 2014, the LEGO Group has been part of the WWF Climate Savers Program. Together with WWF Denmark, the LEGO Group set ambitious targets to ensure more environmentally responsible means of producing LEGO® play experiences.

About the LEGO Group
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.

Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide. For more information: www.LEGO.com

About WWF
WWF is an independent conservation organisation with over 30 million followers and a global network active in nearly 100 countries. WWF’s mission is to stop the degradation of the planet’s natural environment and to build a future in which people live in harmony with nature by conserving the world’s biological diversity, ensuring that the use of renewable natural resources is sustainable, and promoting the reduction of pollution and wasteful consumption. Learn more about WWF at www.wwf.org and www.wwf.dk.