Digital
Transformation
Festival


16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
6 Apr 09:00 GMT / 05:00 EST

Reimagining women’s sport…what do we need to do to change the game?

FEATURING
Tom Corbett
Group Head of Sponsorships and Media at Barclays
Eniola Aluko
Sporting Director at Aston Villa W.F.C
Gabi Mostert
Creative Director at Iris
Rebecca Stewart
Senior Reporter at The Drum

Lego unveils sustainable bricks made from sugarcane as brand continues eco overhaul

Lego plans to roll out the bricks across most products by 2030 / Lego

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.

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