Lego, the beloved Danish toy company known for its colorful bricks, is taking a major step toward a greener future. By 2026, Lego aims to make half of its bricks from renewable or recycled materials instead of relying on traditional oil-based plastics. This initiative is part of Lego’s ongoing mission to make its toys more environmentally friendly and reduce its carbon footprint.

Currently, only 22% of Lego’s bricks are made using renewable or recycled materials, with the majority still relying on fossil fuels. However, the company has set an ambitious goal: by 2032, Lego wants all its bricks to be made entirely from renewable and recycled plastic. To achieve this, Lego is testing over 600 different alternative materials to find the best eco-friendly options.

But switching to greener materials comes with challenges. The main hurdle is cost. The market for renewable plastics is still developing, making these materials much more expensive than traditional plastics. In some cases, the price can be two to three times higher. Lego is willing to pay up to 70% more for certified renewable resin—the raw plastic used in brick manufacturing—to encourage more production of these materials. This could significantly increase the cost of making each brick.

Despite these challenges, Lego’s CEO Niels Christiansen is optimistic. “It’s a privilege that we can pay extra for the raw materials without having to charge customers extra,” he told Reuters. This means that while Lego is absorbing higher costs to make its products greener, it won’t be passing those costs onto consumers. Instead, Lego is leveraging its financial strength to support this transition, investing heavily in sustainable materials and practices.

Last year, Lego promised to triple its spending on sustainability initiatives, increasing its budget to 3 billion Danish kroner (about £340 million) per year by 2025. This funding will go towards research and development of eco-friendly materials, expanding recycling programs, and other sustainability efforts.

One such initiative is Lego’s Replay program, which encourages customers to donate their old bricks back to the company for reuse. The program offers free shipping for the returned bricks and has already expanded into the UK, with similar models being tested in the US and Europe. By collecting old bricks and giving them a new life, Lego is not only reducing waste but also encouraging a culture of recycling among its customers.

In addition to its environmental efforts, Lego’s business is booming. The company recently reported a 13% increase in sales, reaching 31 billion kroner in the first half of the year. Lego says it has “significantly outpaced the toy industry, gaining market share” thanks to its diverse and exciting product lineup. Popular sets include a £259.99 Lamborghini kit, the £554.99 Eiffel Tower, and themed sets from Technics, Star Wars, and Harry Potter.

Operating profit also soared, rising 26% to a record 8.1 billion kroner. This financial success allows Lego to continue investing in its green initiatives without compromising on its commitment to quality and innovation. “Our portfolio continues to be relevant for all ages and interests, and this is driving significant demand across markets,” Christiansen said. “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.”

Lego’s commitment to sustainability isn’t just about changing the way it makes bricks—it’s about inspiring change across the industry. By pushing for greener alternatives and investing in renewable materials, Lego hopes to set an example for other companies to follow. As more businesses make the shift towards sustainability, the market for eco-friendly materials will grow, making them more accessible and affordable for everyone.

In the end, Lego’s green mission is about more than just reducing its own impact. It’s about building a better, brighter future for kids around the world—one brick at a time. With its dedication to innovation and its willingness to invest in the planet’s future, Lego is showing that even small steps can lead to big changes. Whether it’s through recycling old bricks or paying extra for greener materials, Lego is committed to playing its part in creating a more sustainable world. So, the next time you snap those iconic bricks together, remember—you’re not just building a toy. You’re building a future.