The pandemic serves the Danish giant. Last year sales increased by 21 percent. The Lego company, however, announces a real revolution.
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At the moment, the famous bricks are made of not very ecological plastic. However, the Danes want this to change. “Most likely, we will focus on materials made of sugar cane, but it is a very complex process,” said Lego CEO Niels Christiansen.
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However, reed will not replace plastic in Lego soon – it is expected to happen by 2030. Much earlier, by 2025, plastic bags in which sets of Lego bricks are packed will disappear.
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The company’s president boasts that “this change is going faster than initially assumed”.
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At the same time, the Danes ensure that they do not regret the funds to fight plastic. Approximately USD 400 million has already been allocated to ecological projects in the company. About 100 Lego employees work there.
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The CEO of Lego admits that the ecological revolution is not only motivated by concern for the environment. Children themselves pay more and more attention to the materials from which the toys are made.
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– For young people, environmental responsibility is more and more important. Here the signals are very legible. The younger the children are, the clearer they are about their sustainability expectations, said Niels Christiansen.
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