Under the partnership, Lego will receive support to better embed the Foundation’s three circular economy principles – designing out waste and pollution, keeping products and materials in use and regenerating natural systems – across the business. On the first and second principles, Lego claims that the durability of its products and the fact that the company broadly avoids trend-led design means that toys are often reused and passed down through generations. In an effort to encourage reuse further, Lego last year partnered with US-based charity Give Back Box to enable consumers to donate old bricks to children in need. Covid-19 has seen this partnership distribute Lego bricks to low-income areas where students are participating in online school.
The partnership between the Lego and the Foundation will help to scale up these initiatives, but several other key objectives have also been agreed upon. Lego has agreed to work with the Foundation’s network of businesses, experts and policymakers, and to inspire its competitors to shift to circular design, products and services. Additionally, Lego will develop new ways of teaching children about the circular economy through play. It is likely to launch new advertising and educational materials in the coming years to achieve this aim.
The company’s vice president of environmental responsibility Tim Brooks said he hoped the partnership will drive “industry-wide change” as well as advancing Lego’s own circular economy efforts. “We focus on building a better planet for future generations which includes protecting the world’s natural resources and becoming more circular is key to us achieving this,” Brooks said. Other companies which have forged strategic partnerships with the Ellen MacArthur Foundation include IKEA, SC Johnson and DS Smith.
Source: Edie
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