LEGO® boxes to feature How2Recycle label to promote recycling of packaging

February 6, 2018

The LEGO GROUP has joined the How2Recycle® initiative, providing U.S. consumers with clear guidance and encouragement to responsibly recycle their LEGO® packaging. During 2018, the first LEGO boxes with How2Recycle labelling with be rolled out across the U.S.

How2Recycle aims to promote recycling by reducing confusion through creating a clear, well-understood, and nationally harmonized label that enables companies to convey to consumers how to recycle a package.

Every day at the LEGO Group we strive to make a positive impact on the world for children, and work to play our part today in protecting the Earth’s finite resources for future generations,” said Tim Brooks, Vice President Environmental Responsibility, and continues:

LEGO bricks are designed to be reused and handed down through generations, but not everyone keeps their LEGO boxes. Implementing the How2Recycle label on LEGO packaging is an important step in minimizing landfill through clear guidelines, encouraging consumers to responsibly recycle their packaging.”

Universal recycling guidance

Insights show many recyclable products and packages end up in landfill, as many consumers are confused about which items can be recycled, and how to sort them.

The How2Recycle Label is a project of the Sustainable Packaging Coalition, and is the first standardized US recycling labeling system designed for consumers. It has changed recycling behavior among consumers since it launched on packages in 2012.

Over 60 leading brands such as Campbells, Unilever, Pepisco, and McDonalds have added this clear and transparent labeling to their packaging. Many key retailers such as Target and Walmart are strong supporters, adding it to all their private label packaging and encouraging their suppliers to do the same.

By the end of 2018, over 60% of new LEGO boxes in the US will feature the How2Recycle label. The LEGO Group aims to further extend the How2Recycle label to nearly all new North American products during 2019.

The LEGO Group has already taken several significant steps to improve the sustainability of packaging. 100% of paper and cardboard used in LEGO products and packaging is sustainably sourced and certified by the Forest Stewardship Council. The green box initiative reduced packaging size and improving transport efficiency, saving up to 10,000 truckloads to date.

About environmental responsibility at the LEGO Group

· During 2017, the LEGO Group celebrated achieving the 100% renewable energy target. Through investments in wind power, the energy used to make LEGO bricks is now balanced by the production of renewable energy.

· In June 2017, the LEGO Group extended its partnership with the World Wildlife Fund for Nature (WWF), as part of efforts to reduce CO2 emissions in manufacturing and supply chain operations, and promote global action on climate change.

· The LEGO Group has committed to make all products and packaging from sustainable materials by 2030, and has made progress in testing exciting new materials, such as introducing sustainable paper pulp trays for the LEGO advent calendar, reducing unrecyclable black plastic waste from going to landfill.