Niels Christiansen, CEO of the LEGO Group, receives a flood of letters and emails from children around the world each year. Many of these letters focus on a common theme: the environment. “Many kids are worried about the future of the planet,” Christiansen explains. And it’s hard to blame them. For decades, the iconic LEGO bricks—symbols of creativity and play—have been made from plastic derived from fossil fuels, a major environmental adversary. But things are starting to change.

This year, LEGO announced that it has started producing bricks using a new type of plastic, partially made from renewable or recycled materials, such as used cooking oil. Although the availability of this “green resin” is still limited, Christiansen is determined to make a difference: “This is like the chicken-and-egg dilemma. Nobody wants to invest until someone buys, and nobody buys until prices come down. LEGO wants to be that someone.”

Innovation and sustainability: a bold investment

LEGO is paying up to 60% more for this eco-friendly plastic compared to the traditional petroleum-based version, hoping to stimulate demand and kick-start the market for renewable materials. This effort could also pave the way for other companies that rely on plastic.

Not all of LEGO’s sustainability initiatives have been successful. In 2023, a project to transform recycled plastic bottles into bricks was abandoned because the process, paradoxically, would have increased the company’s emissions. Nonetheless, Christiansen remains optimistic: by 2032, LEGO aims to produce bricks completely free of fossil fuels. “The more we engage with suppliers and invest in these materials, the more confident I am that we will succeed,” he states.

Economic success as a driver of change

One reason LEGO can afford to invest heavily in sustainability is its extraordinary economic success. Over the past five years, under Christiansen’s leadership, the company has expanded its digital presence, partnered with Epic Games, and doubled its retail outlets. In the first half of 2024, operating profits rose by 26%, a stark contrast to the general downturn in the toy sector.

“We’ve managed to capture a significant market share,” Christiansen explains. “This has allowed us to grow as a company and build a solid financial position, which we can now use to invest in sustainability.”

A brick for a better planet

In the first half of 2024, LEGO increased its use of renewable materials by 83% compared to 2023. For the first time in its 92-year history, the company has decoupled growth from the use of fossil-based materials. Christiansen firmly believes that play must serve the future: “Play is incredibly important, but it cannot come at the expense of the world. When you serve children, you must ensure the planet they inherit is better and sustainable.”