Lego is now building on a bigger ambition to making all of its products and packaging from sustainable materials by 2030. The Lego Group has joined the Sustainable Packaging Coalition’s How2Recycle program, announcing plans to begin labeling the toy packaging for US consumers this year.
By the end of 2018, Lego says that more than 60 per cent of the company’s new toy boxes will have the How2Recycle label. The Lego Group plans to extend the labeling to nearly all of its North American products next year. “Lego bricks are designed to be reused and handed down through generations, but not everyone keeps their Lego boxes,” Tim Brooks, the company’s vice president, environmental responsibility, said. “Implementing the How2Recycle label on Lego packaging is an important step in minimising landfill through clear guidelines, encouraging consumers to responsibly recycle their packaging.”
The Lego Group says the company is currently working on developing recycling labels for other markets outside North America, including Europe, but the diversity of languages and recycling systems pose a challenge. Lego bricks are designed to be reused and handed down through generations, but not everyone keeps their Lego boxes. The move to join How2Recycle is the latest in the Lego Group’s multi-year push to improve recycling and sustainability.