Under the partnership agreement, LEGO will work up an environmental strategy that optimises material use. This could include manufacturing products using fewer materials, keeping the recyclability high and using renewable or recycled content in its products.

The toy maker will also examine how it can best undertake product innovation for greater sustainability. Next year it intends to initiate test projects together with key suppliers to co-create best solutions to address these issues.

LEGO has set itself a series of targets – by the end of 2016, the energy used to manufacture one tonne of LEGO elements must be reduced by a minimum of 10% compared to 2012. The company has also committed to produce more renewable energy than it uses in its facilities by 2016.

Currently just a tenth of the total carbon emission related to its products originates from processes taking place at factories during production of LEGO bricks and sets.

Commenting on the new partnership, LEGO Group’s CEO Jørgen Vig Knudstorp said: “We have experienced strong growth for eight consecutive years and, as we grow, we are becoming increasingly aware of the impact we leave on the planet.

“Partnering with WWF is an important step in our efforts to get the best out of our sustainability initiatives.”

Maxine Perella

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