DENMARK (MEDIA GENERAL) – LEGO is known for its hard plastic toys that fit together. Now, the company is announcing a goal to move away from its current plastic pieces and try something a little kinder and gentler to the environment.
Recently, LEGO announced it will dedicate $149 million ($1 billion DKK, Danish Krone) to research, develop and implement new sustainable, raw materials to make LEGO toys and their packages.
“The investment announced is a testament to our continued ambition to leave a positive impact on the planet, which future generations will inherit,” wrote LEGO Group owner Kjeld Kirk Kristiansen. “It is certainly in line with the mission of the LEGO Group and in line with the motto of my grandfather and founder of the LEGO Group, Ole Kirk Kristiansen: ‘Only the best is good enough.’”
LEGO says it has already taken steps to become more environmentally-friendly by reducing packaging sizes and investing in an offshore wind farm.
The money will build a LEGO Sustainable Materials Centre organization at the company’s headquarters in Denmark. LEGO wants to hire more than 100 materials specialists to work on the project. The organization will be established in 2015 and 2016.