Keep the Play Alive: LEGO’s new campaign encourages passing on bricks to promote creativity and reduce waste.
Sustainability Focus: The company aims to produce LEGO products from renewable and recycled materials by 2032.
Expanding Takeback Programs: LEGO is expanding its recycling and trade-in programs to make brick repurposing easier for fans.

The LEGO Group is urging fans to “keep the play alive” by passing on their bricks. The new “made to be played” campaign celebrates the enduring value of LEGO® bricks, which have been a staple in playrooms since 1958. By showcasing iconic sets like the 1978 LEGO Castle, the 1979 Galaxy Explorer, and the 1989 Black Seas Barracuda, LEGO highlights how these toys transcend generations.

“LEGO bricks are designed to be played with over and over again,“ says Annette Stube, Chief Sustainability Officer. “We want our fans to keep them in play by passing them on when they are no longer being used.“ This ethos aligns with LEGO’s commitment to sustainability, ensuring bricks remain out of landfills and continue to inspire creativity.

To further its sustainability efforts, LEGO is increasing the use of sustainable materials and reducing its carbon footprint. In 2023, 18% of all resin purchased was certified according to mass balance principles, translating to approximately 12% renewable sources. This figure is set to rise significantly in 2024.

“By designing bricks that last for generations, we aim to inspire endless creativity and stop LEGO bricks from becoming waste,“ Stube adds. “And alongside encouraging fans to keep bricks in play, we are continuing to explore more ways to repurpose LEGO bricks through our takeback initiatives.“

LEGO’s takeback programs, like the LEGO Replay, are expanding globally. The company is now testing new trade-in pilots in the U.S. and Germany to make it easier for fans to pass on their bricks.

Looking forward, LEGO plans to double its annual spend on environmental initiatives by 2025, aiming for a 37% reduction in greenhouse gas emissions by 2032 and achieving net-zero emissions by 2050. With these ambitious goals, LEGO is not just building toys; it’s building a sustainable future.