Inside LEGO’s Major Shift from Plastic to Paper

The LEGO Group is advancing its sustainability objectives by replacing single-use plastic packaging with recyclable paper bags across a majority of its packaging lines – an operational transition is informed by consumer insights, particularly from children.

Research from LEGO's Play Well Study indicates that 81% of children express concern for recycling, with a similar number (80%) interested in waste reduction.

The transition forms part of a wider strategy to make all LEGO packaging more sustainable, focusing on recyclability and the responsible sourcing of materials.

More than half of the packing lines that handle LEGO bricks have now adopted paper-based bags instead of single-use plastic, reflecting the preferences of its younger audience.

Sustainable packaging in production

Globally, 56% of LEGO brick packing lines have transitioned from plastic to paper-based inner bags.

These new bags are produced from sustainably-sourced and technically-recyclable paper, which could help reduce plastic dependency.

Currently, around 93% of LEGO packaging by weight is composed of paper, cardboard and other fibre-based materials. This means the bulk of its boxes and inserts are suitable for standard paper recycling streams.

LEGO is continuing the phase-out of remaining single-use plastic formats while scaling up the new paper-based packaging across its manufacturing network.

“We’ve passed another important milestone in replacing single-use plastic bags in our products,” says Annette Stube, Chief Sustainability Officer at The LEGO Group. “It's been a massive team effort to get there.”

Operational rollout and engineering advancements

The implementation of paper-based bags is well underway in LEGO’s factories in China and Vietnam.

The transition is targeted for completion in the Czech Republic and Hungary by 2026 and in Mexico by 2027. This marks the end of "phase one" of the project, after which LEGO intends to refine the technology and processes involved in its new packaging lines.

Engineers are now focused on enhancing the speed and efficiency of the paper-based packing equipment. The objective is for these new machines to eventually exceed the throughput of the plastic bag machines they are replacing.

The ambition for a “Paper-Based Bag 2.0” is to merge improved material choices with higher operational performance, integrating sustainability into daily production.

Aligning manufacturing with consumer insights

This manufacturing evolution demonstrates an alignment between corporate strategy and consumer expectations. By listening to its audience, LEGO has found a way to connect its production processes with the environmental values of its younger builders.

The move to paper-based recyclable packaging also assists households in reducing waste, making it easier to dispose of LEGO packaging responsibly. By visibly removing plastic from the unboxing process, LEGO makes sustainability a tangible part of the user experience.

“We are on an ongoing continuous improvement journey,” says Jesper Toubøl, Vice President R&D Packing and Packaging at The LEGO Group.

“Once the rollout of bags is complete, we’ll explore ways to enhance and continue to make the bags and the building experience they offer children and families ever better.”

The aforementioned packaging milestones are built on previous initiatives such as switching to paper-based shopping bags in LEGO stores and increasing the recycled content in transport packaging.

These actions signal that LEGO views packaging not just as a container but as a key element in achieving its environmental goals.