The LEGO Group has partnered with WWF Denmark to support the development of environmentally conscious products that encourage green play.
The Planet Promise Design Guidelines were developed by the LEGO Group and World Wildlife Fund to provide LEGO designers with the tools they need to create LEGO products with environmentally friendly play experiences in mind.
A recent study found that 83% of children between the ages of 5 and 12 care about protecting the environment, while 94% of parents believe that play can be a tool for children to learn about sustainability. The LEGO Group aims to capitalise on these sentiments, developing the Planet Promise Design Guidelines in collaboration with WWF Denmark, along with experts from the United States, China, Germany and the United Kingdom.
The guidelines include two core tenants – Planet Promise Design Principles and Planet Promise Design Guides. The Design Principles are to educate and inspire LEGO designers and help them achieve a deeper understanding of socially and environmentally responsible practices as they relate to nature, community, energy and resource use. The Design Guides then provide information relevant to the experience they wish to create in a LEGO product. The more than 600 designers working for the LEGO Group will have access to these guidelines, though they will start out by being applied to the LEGO Group’s original themes.
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“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,” said LEGO Group Chief Sustainability Officer Annette Stube. “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.”
“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,” added WWF Denmark Interdisciplinary Director Jacob Fjalland. “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.”
This is the latest step in a collaboration between the LEGO Group and WWF that began in 2014, as the LEGO Group remains committed to reducing its carbon emissions and overall environmental footprint. Other initiatives include sourcing material from a sustainable e-methanol factory, reducing water use and meeting its zero waste pledge three years in a row.
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