Inside LEGO's Mass Balance Approach
The raw materials used in LEGO® are changing.
In the first half of 2024, 30% of the resin LEGO purchased was certified according to mass balance principles.
This translates into an estimated average of 22% renewable sources attributed to LEGO products.
The LEGO Group intends to dramatically increase this percentage into the rest of 2024, leading the way on sustainable manufacturing.
The mass balance approach
LEGO is a highly sustainable brand, especially when compared to other toy manufacturers.
Throwing away LEGO bricks is comparatively rare- they don't go out of style and their uses are only limited by the imagination of their owners.
To make them even more sustainable, LEGO has adopted the mass balance approach which involves producing materials that are a mixture of both renewable raw materials and virgin fossil.
An example of this is cooking or plant oils.
The company's suppliers mix these raw materials together to produce the materials that create LEGO bricks.
With the mass balance approach the company is able to maintain its signature product look, style and feel whilst reducing the use of virgin fossil fuel sources.
Manufacturing LEGO bricks occurs on a gigantic scale, with the material used via mass balance supplied to a diversity of companies for different products.
Through innovation, even the most iconic products can be improved in terms of sustainability without sacrificing on safety or quality.
Continued success
The adoption of the mass balance approach follows the LEGO Group's continued success in an era where physical toys are dwindling in popularity.
Defying trends, its signature bricks continue to offer kids opportunities for play without screen time.
In the first half of 2024 the company delivered double-digit growth on the top and bottom line, significantly outpacing the toy industry.
"We are very pleased with our strong performance in the first half. We delivered double-digit growth on the top- and bottom-line and made significant progress on increasing the amount of sustainable materials used in our products," says Niels B Christiansen, CEO of the LEGO Group.
“Our portfolio continues to be relevant for all ages and interests, and this is driving significant demand across markets.
"We used our solid financial foundation to further increase spending on strategic initiatives which will support growth now and in the future to enable us to bring learning through play to even more children.”
By increasing the amount of renewable raw materials it buys, the manufacturer is strategically helping to drive demand for the market to produce more of said materials.
The mass balance approach is a stepping stone for LEGO, that helps the company grow its use of renewable raw materials whilst still providing the same product experience.
It has been this capacity to balance innovation and progress with tradition and legacy that has enabled LEGO to defy dominant toy industry trends.
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