Lego is upping the ante on sustainability with a new range of plant-shaped bricks built from sugarcane plastic.
The Danish toy giant announced earlier this year that the reformulated, eco-friendly building blocks were set to hit shelves and now they're available for purchase.
Lego plans to roll out the bricks across most products by 2030 as part of efforts to overhaul its manufacturing processes to prioritise plant-based materials and recycled sources.
Composed of 98% polyethylene the redesigned product meet guidelines laid down by the World Wildlife Fund (WWF) owing to the absorption of CO2 by sugar cane during the growth phase. While they are still not biodegradable, they can be recycled.
Commenting on the new range Tim Brooks, vice-president of environmental responsibility said: “At the Lego Group we want to make a positive impact on the world around us and are working hard to make great play products for children using sustainable materials."
The green ‘Plants from Plants’ range will be distributed free with purchases of $40 and more from the Lego store in the UK, US, Canada, Germany and Austria for the next few days.
Lego is the latest brand to throw its weight behind a global shift against plastic use on environmental grounds, including Coca-Cola and Evian.