Representatives for Lego say the kit is about much more than building an elaborate tree house and more about building toward the fulfillment of a company goal: to make Lego products entirely sustainable by 2030.
A new Lego tree house kit made with plant-based materials is the latest example of the toy industry’s growing mission to court millennial parents seeking out sustainable toys for their children.
“We are already proud of Lego and its reputation as a durable toy that can be built and rebuilt time and again,” said Tim Brooks, vice president of environmental sustainability."Now we want to see what we can do about sustainability. We’ve been on this journey for a while.” And a report published in May by The Toy Association and Prodigyworks notes that millennial parents want the toys and games their children play with to be more eco-friendly, and are actively seeking out biodegradable toys.Hasbro, the company behind Marvel action figures and Play-Doh, among other toys, has been working for the past several years on sustainability initiatives.
Sustainable toys generally command a premium price, but Groton said she believes they are a good investment. Many Lego shapes, particularly round shapes, can now be manufactured using sugar cane, Brooks said. But using entirely plant-based materials to mold its legendary bricks, he said, poses unique engineering challenges.
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