BILLUND: There may be a global revolt against plastic, but Danish toymaker Lego, famous for its multi-coloured plastic building bricks, remains a raging success, even if it, too, aims to go green.
Lego, based in the western Danish town of Billund, has no plans to abandon plastic. Rather, it aims to improve on the materials it uses. These pieces are mostly trees, leaves and bushes in the kits, which do not have to meet the same durability requirements as bricks, which have to stick together tightly.
The company estimates that 96 percent of consumers either hold on to their Lego kits or pass them on, stressing the distinction between Lego’s bricks and single-use plastics.In addition to developing bioplastics, Lego, which is leading a project in the US providing second-hand kits to disadvantaged children, is making cautious advances in the field of recycled plastic.“Recycled materials is a very interesting area but you need to understand where that material comes from,” Brooks said.
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