For media

About the campaign

At the LEGO Group, we’re playing our part in building a sustainable future and creating a brighter world for our children to inherit. We’re joining forces with others to have a lasting positive impact and inspire the children of today to become the builders of tomorrow.

We wanted to start a discussion and inspire the youngest, because it’s them who will have a real impact on changes on our planet in the long run. That’s why we encourage children and parents to be creative and rebuild existing LEGO® sets into ecological constructions using bricks that they already have in their houses.

We wanted to start a discussion and inspire the youngest, because we know how important the future of our planet is to today’s youth. That’s why we encourage children and parents to be creative and rebuild existing LEGO® sets into their visions and ideas for a more sustainable future using bricks that they already have in their houses.

We’ve been truly inspired by the planet-loving creations children have shared with us over the past few months, and it shows us how important sustainability topics are to children.

On February 2020, before the world faced the biggest crisis in decades, we organized workshops for children during one of the biggest LEGO® exhibitions in Europe. We wanted to make it easier for them to understand what sustainability is all about and encourage them to rebuild the world on their own terms. We’ve created special Green Instructions which explain how to use existing LEGO® sets to build something new and share sustainable ideas. As a result children turned old sets into bicycles and scooters, wind turbines and trains of the future. The purpose has been to inspire children and their families to get creative and share their sustainable solutions of the future with us.

Our campaign shows parents and children in a simple way how existing LEGO® constructions – from sets available in stores – could be rebuilt into inspiring sustainable creations. Video material from the workshops is also a part of our campaign.

In order to inspire children and their parents we’ve also prepared additional Green Instructions that demonstrate how to build small environment-themed constructions from standard LEGO® bricks many children already have in their houses.

We are also running a contest in social media that encourages participants to look for their own solutions and inspire others.

Today the LEGO® Group is 100% balanced by renewable energy, due to investments in offshore wind by our parent company KIRKBI A/S and onsite renewable energy by the LEGO Group.). We’re also on a mission to make LEGO® bricks from sustainable sources by 2030 and we’re experimenting with many different materials. We expect the LEGO bricks of the future to be made from both plant-based and recycled sources.

By 2025 we will replace our current packaging with more sustainable options.

Our campaign inspires children to find new ways of building with LEGO® bricks they already have at home. And – what’s even more important, we know that when children play, they learn, so we hope to inspire more children to think about sustainability themes by incorporating theme in play from an early age.

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Downloadable resources

Key Visuals

Others

Scooter animation

Windmill animation