The LEGO Group has joined the Ellen MacArthur Foundation as part of the Danish toy maker’s commitment to becoming a more circular business. The three year membership will focus on inspiring circular design across the toy industry, as well as teaching children about the circular economy through play.
The shared ambition for the membership is to help build a better planet for future generations by driving the global transition towards a circular society. LEGO will work with the Foundation’s network of businesses, experts and policymakers to help it reach its transition to a circular economy.
Tim Brooks, vice president of environmental responsibility at the LEGO Group, said: “Everything we do at the LEGO Group is centered on the child, and our sustainability ambitions are no different. We focus on building a better planet for future generations which includes protecting the world’s natural resources.
“Becoming more circular is key to us achieving this. We’re excited to join the Ellen MacArthur network to advance own our transition to being a more circular business, while collaborating with the network and sharing our research, insights and learnings with the aim of driving industry-wide change.”
Joe Murphy, Ellen MacArthur Foundation Network Lead, added: “We are delighted to welcome the LEGO Group to the Ellen MacArthur Foundation Network and we applaud the company’s ambition to become a more circular business. Our network enables organisations from a wide range of sectors around the world to share ideas and inspire one another, accelerating the transition to a circular economy. By working together, we can go further, faster.”
As a first step, the LEGO Group and the Ellen MacArthur Foundation Education Team will host a joint online event in October to help teenagers learn about the principles of circular economy through LEGO play.
The LEGO Group has already made progress towards becoming a more circular business with the roll out of LEGO Replay in the United States. The programme accepts LEGO bricks that are no longer in use by fans and donates them to not-for-profit organisations that ensure children can access play.
Following the outbreak of COVID-19, LEGO Replay supported distance learning among first grade classes in underprivileged areas across the United States. Each student was given individual LEGO brick boxes that could be used to facilitate online learning through play in school, afterschool and online camp settings.