вЂњSo when you look at like Hasbro and Mattel and some of the smaller companies of the world starting to repackage like that, essentially, they're sort of catching up to where Lego already is because Legos products already come in flat rectangular boxes.вЂќ 'Lego is everywhere'ДЇrom a business perspective, the outlook for the toy giant was completely different a few decades ago. вЂњYou're going to have to kind of retrain the consumers for what to look for,вЂќ Zahn said of customers who are used to being able to see the toy through clear plastic. (Photo by Aaron Chown/PA Images via Getty Images) вЂњAnd 2030 is a really solid benchmark that a lot of companies вЂ“ Lego, Mattel вЂ“ are looking at as being where eventually the consumer won't have a choice between a sustainable product and a traditional product because sustainable will become traditional at that point.вЂќДЄ young customer looks at Legos. вЂњI think that the bigger play right here is that the toy industry as a whole has really come to a place and it's taking years to get here, where sustainability is no longer a trend - it's just the way that the business is going to be moving forward,вЂќ Zahn said. In 2020, Lego adopted a science-based emissions target to reduce emissions by 37% from a 2019 baseline by 2032. The company has pledged to remove all single-use plastic in e-commerce shipments by 2025 and use sustainable materials in all products by 2030. In a toy industry synonymous with petroleum-based plastics, Lego is at the forefront of the push toward alternatives. (Photo by Patrick van Katwijk/BSR Agency/Getty Images) 'You're going to have to kind of retrain the consumers' In other words, as the company website states: вЂњA LEGO brick of the future needs to fit seamlessly with a brick made over 60 years ago.'ДЄ child is seen looking at a Lego model of The Hague inner city during the opening of Legoland theme park at Scheveningen on Jin The Hague, Netherlands.

Zahn described the undertaking as вЂњone of the biggest challenges that LEGO had specifically in going sustainable.' Specifically, making the new bricks compatible with older ones is much more complicated than simply swapping one material for another. вЂњWhen you look at a company that's 90 years old that completely changed the business in five, six years, itвЂ™s quite impressive.вЂќ вЂњIt's been a huge undertaking to get that because basically reinventing the entire product from the ground up and doing it in a relatively short period of time,вЂќ James Zahn, deputy editor at the Toybook, told Yahoo Finance.

The Danish toy company will break ground on the 1.7 million square foot site in the fall of 2022 and plans to begin producing the iconic colorful bricks in 2025. The Lego Group recently announced a $1 billion investment to build a new carbon-neutral factory in Chesterfield County, Virginia, in a strategic supply chain and sustainability move.

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