Danish toymaker LEGO has high ambitions for its sustainability program: by 2030, the company intends to manufacture most of its products and packaging using environmentally friendly materials or recycled sources.
In 2018, the company took its first step towards these goals by introducing plastic blocks made of plant-based materials — in the shape of plants. The company announced the introduction of sustainable LEGO blocks in March this year .
From August 1, they’ll be available to customers in selected countries. The “Plants from Plants” set number 40320 will be included free of charge for all purchases over $40 from the official LEGO online store in the UK, Germany, and Austria between August 1 and August 17, as well as in the United States and Canada between August 1 and August 14.
Elements of the set will also appear in other sets of blocks over the course of 2018, according to Business Insider Polska .
LEGO’s new blocks are 98% polyethylene, made from sugar cane.
The material use of sugarcane plastic is in line with the guidelines of LEGO’s partner World Wildlife Fund (WWF) but LEGO blocks are still not biodegradable.
“At the LEGO Group we want to make a positive impact on the world around us, and are working hard to make great play products for children using sustainable materials,” said Tim Brooks, Vice President of Environmental Responsibility at the LEGO Group in March.