The LEGO Group has launched a campaign encouraging fans to pass on unused LEGO® bricks to other LEGO® enthusiasts to ensure the play never stops.
Since their introduction in 1958, LEGO® bricks have been played with across generations due to their unique design and interlocking system. Through this 66-year-old design, the LEGO Group continues to create timeless toys that offer endless ways to play and can be passed on to future generations without being discarded when no longer in use.
1958 LEGO® Brick Patent
The LEGO Group’s ability to stack bricks, referred to as “clutch power,” means that all materials used in brick production must always meet strict safety, quality, and durability standards, ensuring they are manufactured with utmost precision and safety for children.
Despite these high material standards, the LEGO Group is working to increase the proportion of sustainable raw materials used in bricks to achieve its goal of making LEGO® brick products from renewable and recycled materials by 2032, while maintaining durability, safety, and consistency.
Annette Stube, Chief Sustainability Officer, said:
“LEGO bricks are designed to be played with over and over again – and we want our fans to keep them in play by passing them on when they are no longer being used.”
“The enduring value of LEGO bricks is intrinsically linked to our commitment to sustainability. By designing bricks that last for generations, we aim to inspire endless creativity and stop LEGO bricks from becoming waste. And alongside encouraging fans to keep bricks in play, we are continuing to explore more ways to repurpose LEGO bricks through our takeback initiatives.”
The LEGO Group is piloting the “LEGO® Replay” program in countries such as the U.S., Canada, and the UK, which collects unused LEGO® bricks and delivers them to those in need[1][2][3]. This initiative is part of a broader strategy to promote sustainability and reduce waste by repurposing or recycling LEGO bricks[1][2].
In addition, the LEGO Group is increasing the use of sustainable materials and reducing carbon emissions by introducing paper-based inner bags and eliminating single-use plastics from packaging[2][3].
The “Built to Play” campaign features a video showcasing LEGO bricks as toys that transcend generations, highlighting iconic sets like the first LEGO Castle from 1978, the Galaxy Explorer from 1979, and the Black Seas Barracuda from 1989.
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