As the world becomes more aware of the effect plastic has on the planet, many are trying to purchase more consciously and are steering away from buying plastic products — including toys like LEGO.
Selling over 70 billion bricks every year across 130 countries, Danish brand LEGO produces over 3,700 different types of parts in over 60 different colors. "We know plastic is the ideal material for our purposes," the CEO went on,"which is why we want to obtain it responsibly. This is the goal we've set ourselves for 2030. That's why we're saying we're not getting rid of plastics entirely; what we are saying is that we'll be investing money in developing materials that will enable us to maintain the quality and strength of plastics — just that we'll do it using sustainable sources.
Markets in Europe and the US are growing at a much slower rate than in China — are we getting bored with LEGO? "That is one of the reasons why we're invested in these countries," explained Christiansen,"so, in about 10 years time, we're ready when the time comes." "I can't say that we're starting a completely new platform for adults," explained the CEO,"but yes, adults are very important to us. While many are excellent ambassadors for kids' brands, many are, in fact, simply still fans of building with our blocks. They're also a source of new ideas — for example, thanks to the LEGO Ideas platform, they can share their creativity with us.
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