Mass balance without guardrails becomes a risk. With guardrails, it can be a bridge.

We’re aiming to not only change what we make and sell but encourage a broader industry shift. Our ultimate ambition is to use renewable and recycled materials that are physically added to our products and we’ve seen success with innovations like artificial marble kitchen worktop offcuts, which are used in some of our transparent LEGO elements. But while we’re investing in technology that move us away from fossil content in the long-term, right now, the plastics industry is not ready for the system-wide sustainable transition needed to scale the materials that are critical to making the classic LEGO bricks which are found in most of our sets. The fact is, alternative materials and supporting infrastructure do exist for many single use plastics, but not for durable plastics at scale. We cannot compromise on safety or durability of the product, and scaling new materials responsibly takes time.

This is why we see mass balance as an important stepping stone on our journey to more sustainable materials, rather than the destination. It’s a practical bridge between reducing our purchases of virgin fossil-based feedstocks today while we work toward our long-term ambition to increase fully physical renewable and recycled material streams across the industry – not just our own.

We know there’s still a long way to go, but we’re pleased to be heading in the right direction. We want to play our part in building a more sustainable future for children – and we’re taking on this challenge with transparency and optimism.