Lego Group broadcasts partnership with the Ellen MacArthur Basis
The Ellen MacArthur Foundation and LEGO Group are teaming up to accelerate the transition to a circular economy by helping to build a better planet for future generations
The LEGO Group has joined that Ellen MacArthur Foundation as part of its commitment to becoming a more circular business.
The Ellen MacArthur Foundation is a global leader in the circular economy, while the LEGO system in Play offers endless play opportunities that support the principles of circular design. The quality and durability of the brand's products means that they can be reused and passed down through generations while remaining fully compatible with the items made today.
The common goal of membership is to help build a better planet for future generations by driving the global transition to a circular society.
The three-year membership will focus on four key areas; Working with the Foundation's network of companies, experts and policymakers to accelerate the transition to a circular economy, inspire circular design across the toy industry and beyond, expand circular services and products offered by the LEGO Group, and play for kids to teach about the circular economy.
Commenting on membership, Tim Brooks, vice president of environmental stewardship for the LEGO Group, said: “Everything we do at the LEGO Group is centered on the child and our sustainability ambitions are no different. We are focused on building a better planet for future generations, including protecting the world's natural resources. Getting more circular is key to achieving this. We are excited to join the Ellen MacArthur Network to drive our transition to a more circular company, while also working with the network and sharing our research, insights and insights to drive industry-wide change. "
Joe Murphy, Network Director for the Ellen MacArthur Foundation, said, “We are very excited to welcome the LEGO Group to the Ellen MacArthur Foundation Network, and we applaud the company's ambition to become a more circular company. Our network enables companies from a wide variety of industries around the world to share ideas and inspire one another, accelerating the transition to a circular economy. By working together we can go faster and further. "
As a first step, the LEGO Group and the Ellen MacArthur Foundation Education Team are hosting a joint online event in October to help teenagers learn about the principles of the circular economy through LEGO games.
The LEGO Group has already made strides towards a more circular business with the introduction of LEGO Replay in the US. The program accepts LEGO bricks that are no longer used by fans and donates them to nonprofits that ensure children have access to the game.
Following the COVID-19 outbreak, LEGO Replay supported distance learning in first grade classes in deprived areas in the US. Each student received individual LEGO brick boxes, which were used to facilitate online learning through games in school, after school and in the online camp.
