The LEGO Group has launched the Built for Tomorrow campaign to highlight its sustainability initiatives and the continued durability of LEGO bricks following half of all materials purchased in 2024 coming from sustainable sources.
Another step on the LEGO Group’s journey towards a fully sustainable supply chain, the Built for Tomorrow campaign showcases the company’s new production materials that it reports aid in sustainability efforts without compromising quality.
Built for Tomorrow features a classic LEGO knight from 375 Castle exploring the modern world, discovering all sorts of new initiatives the LEGO Group has undertaken to make a greener future.
In 2024, half of all materials purchased to manufacture new LEGO bricks came from sustainable sources. The company is now on track to meet is mass balance target of 53% for the full year. This push for sustainability includes the coming introduction of e-methanol, a material that mixes renewable energy with carbon dioxide from bio-waste, for its hard, rigid elements. A new e-methanol factory was inaugurated in Denmark back in May.
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Current sustainable materials are currently being used in more than 1,000 LEGO elements, including botanical pieces produced from Brazilian sugarcane, tyres made with recycled engine oil and fishing nets and transparent bricks created via recycled acrylic from countertops. These materials are just a sliver of the over 600 tested so far in the search for alternatives to traditional plastics.
“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,” said Annette Stube, Chief Sustainability Officer at the LEGO Group. “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.”
Beyond sustainable materials for bricks, solar capacity across the LEGO Group’s facilities has increased by an impressive 61% worldwide in just the past two years. This comes as part of a commitment to reduce carbon emissions by 37% by 2032 compared to a 2019 baseline.
Paper bags are also slowly but surely being introduced inside new LEGO sets. This is currently much more common in European markets than elsewhere in the world, particularly North America, but progress is being made to reduce the amount of single-use plastic contained in sets.
Efforts to keep LEGO bricks out of landfills via the LEGO Replay programme have collected over 1 million pounds of used LEGO bricks across North America and the UK, redistributing them to children in need. This effort isn’t just a charitable act — it’s also a great reminder that reduce and reuse come before recycle.
Other efforts beyond what’s highlighted by the campaign are the LEGO Group’s success in hitting zero waste targets, reducing water runoff and collaborating with other companies to ensure a brighter future.
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