LEGO® knight rides again with a new quest: More sustainable LEGO play

The LEGO Group has launched a new campaign, Built for Tomorrow, showcasing the company’s ongoing sustainability journey and the innovation behind every LEGO® brick.

At the heart of the campaign is a LEGO Minifigure from the past: a knight from the classic 1978 Yellow Castle set, whose brick-built durability has been tested over decades of play. Through his eyes, Built for Tomorrow explores how the LEGO Group is rethinking materials and investing in a more sustainable future for play, without compromising the quality, safety or durability that LEGO bricks are known for.

In 2024, half of the materials purchased to make LEGO bricks were produced with sustainable sources – a key milestone for the company. The company continues to increase its purchases of resin produced with sustainable sources and is on track to meet its mass balance target of 53% for the full year.

Annette Stube, Chief Sustainability Officer at the LEGO Group, said: “This campaign is a way to celebrate the progress we’re making on our sustainability journey and to recognise the durability of the LEGO brick that fans have come to know and love.

“With half of the materials we buy to make LEGO bricks now produced with renewable sources, we’re proud of how far we’ve come. As we continue to transition to more sustainable initiatives, we remain committed to the highest standards of safety, durability and quality – ensuring our bricks are always ready for generations of play.”

The campaign showcases a range of initiatives underway:

• Renewable energy: Increasing solar capacity by 61% globally over the past two years, as part of a commitment to cut carbon emissions by 37% by 2032 (vs. a 2019 baseline).
• Recyclable packaging: Replacing single-use plastic bags with paper-based materials across product boxes.
• Keeping bricks in play: Since 2018, the LEGO Replay programme has collected and redistributed over 1 million pounds of pre-loved LEGO bricks across the US, Canada, and UK, to children in need of play.
• More sustainable materials: Introducing recycled and bio-based content across more than 1000 LEGO elements - from botanical pieces made using Brazilian sugarcane, to tyres made with recycled engine oil and fishing nets, as well as transparent bricks crafted from recycled acrylic once used in countertops.

To date, the LEGO Group has tested over 600 materials in search of sustainable alternatives that still meet the company’s high standards.

Looking ahead, the LEGO Group will introduce e-methanol, a material which uses cutting-edge technology to mix renewable energy and CO2 from bio-waste, to create hard, rigid elements. This follows the inauguration of the world’s first commercial scale e-methanol plant in Kassø, Denmark, in May.

While much progress has been made, the LEGO Group recognises there’s still work to do to reach the ambition of bricks and elements being made from more materials that are renewable or recycled by 2032.

The LEGO Group is increasing spending on environmental initiatives. In 2024 it increased investments by 68% compared to 2023, nearly tripling spending compared to 2022. This is supported by the company’s goal to cut greenhouse gas emissions by 37% by 2032 against a 2019 baseline and achieve net-zero emissions by 2050.

In 2024, 47% of the materials purchased to make LEGO bricks were certified mass balance, which translates to an estimated average of 33% renewable sources in the raw materials bought to make LEGO products. An additional 3% of the materials used came from segregated sustainable sources.

For more information, please contact media@lego.com

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