LEGO launches new campaign to encourage re-using bricks
A new ‘made to be played’ campaign brings together the LEGO Group’s efforts to keep LEGO bricks in use for longer.
The LEGO Group has been making efforts to become more sustainable for years now and part of that is keeping LEGO bricks in use for as long as possible. The LEGO Replay initiative launched in the US in 2019, in Canada in 2020, and in the UK in 2024, offering a way for people to donate bricks back to the LEGO Group when they don’t need them anymore. This evolved into a system to earn money for your old bricks, which has been tested on a trial basis in the US and Germany so far.
Now, the company has introduced a new campaign called ‘made to be played’, highlighting iconic LEGO sets that stand the tests of time, such as including the first ever LEGO Castle from 1978, 375 Castle, 497 Galaxy Explorer from 1979, and 6285 Black Seas Barracuda from 1989.
“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,” said Annette Stube, Chief Sustainability Officer. “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.”
Those efforts towards sustainability go in hard with other initiatives, including cutting down carbon emissions, using more paper packaging, and trialling different materials to produce more sustainable bricks. To fund those projects, The LEGO Group increased spending on environmental initiatives by 60 percent from 2022 to 2023 and plans to have doubled its annual spend by 2025 compared to 2023.
Support the work that Brick Fanatics does by buying your LEGO sets using our affiliate links. Thank you!
Author Profile
- I write about all the very best fandoms – and that means LEGO, of course. Spending so much time looking at and talking about LEGO sets is dangerous for my bank balance, but the LEGO shelves are thriving. You win some, you lose some.
Latest entries
Latest11/09/2024Diving into LEGO Wednesday and the mini-doll conspiracy- News11/09/2024Piece by Piece stars like Snoop Dogg and Jay-Z didn’t know it was a LEGO movie while filming
- News11/09/2024Comparing LEGO Ideas 21352 Magic of Disney to the original design
- News11/09/2024LEGO centres play in surprising pop-up events around the world
