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Lego is mulling a rental service as part of a sustainability push

Danish toy maker Lego will potentially introduce a brick rental option to address plastic waste.

According to a Telegraph report, the firm has committed to making its bricks from sustainable sources within the next decade.

“It has to come down to the value proposition,” said the firm’s sustainability VP Tim Brooks. “We have to start at the point that says what is in it for the consumer. That is what we are just unpicking at moment.”

Brooks admitted that the likelihood of lost bricks from rented Lego kits would pose a problem for the scheme, and that a trial rental service is not currently being planned.

“There is a lot of technical thinking that needs to be done,” he said. “We are right at the beginning of that.”

A Springwise report noted that Lego has invested millions of pounds on increasing sustainability throughout the firm and has set ambitious goals. The firm has a team dedicated to researching and developing non-plastic materials, including plant-based.

Lego, which manufactures 19 billion pieces per year, was named number one in the world in the Reputation Institute’s annual corporate responsibility study.

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