They say starting em’ young is the best way to get a point across — and you often can’t go wrong with a toy. Since first promoting sustainability through bioplastics, Lego is already onto something greater. By the end of the year, the trinket tycoon will launch a collection of plant-based bricks.
Production has started on the sustainable pieces, which include “botanical elements” like leaves, bushes, and trees. The new pieces are made from polyethylene, a soft and durable plastic, and Lego notes that they are “technically identical to those produced using conventional plastic.”
Lego’s $165 million investment in plastic alternatives will hopefully see a drop in the 4% annual consumption of petroleum. The masterminds behind the popular Millennium Falcon build-it is also teaming up with WWF to reduce carbon emissions.
“It is essential that companies in each industry find ways to responsibly source their product materials and help ensure a future where people, nature, and the economy thrive,” said Alix Grabowski, a senior program officer at WWF in a statement.
For nearly 90 years, Lego has inspired us to build more than just fantasies, but sustainable realities.