In a massive boost to its search for sustainable materials, Danish toy manufacturer Lego (Billund; www.lego.com) has announced a DKK 1 bn (more than EUR 134m) investment in a Sustainable Materials Centre, to be located at its headquarters in Billund. The decision to set up the hub, which will be tasked with finding and implementing sustainable materials to current alternatives, was made at the group’s recent general assembly and is a central part of its 2030 ambition on sustainable materials, first adopted in 2012.

The structure and the organisation of the Sustainable Materials Centre are expected to be shaped during this year and next. The company plans to add about 100 positions for the hub, which will develop and manufacture new sustainable raw materials used to manufacture both Lego products as well as their packaging materials. Once operational, the centre will likely also operate satellites at Lego’s other global locations.

Aside from the in-house research on sustainable materials, the centre will also collaborate with outside experts and companies, building on existing relationships and establishing new ones, the company said. An example of such a cooperation is Lego’s partnership with the World Wildlife Fund (WWF), which dates back to 2013 and was updated in spring of this year with a view to assess the sustainability and environmental impact of new bio-based materials for the toy manufacturer’s portfolio and packaging.

A sustainable material would significantly reduce the group’s environmental footprint. Last year alone, Lego produced more than 60 bn elements, the company said, adding that “finding alternatives to the materials used to make these bricks would significantly reduce the Lego Group’s impact on the planet.” It should be noted that Lego has adopted a holistic definition of the term sustainable, saying that the factors that come into play in determining this characteristic include source, chemical composition, use and end-of-life management.