Lego is to invest DKK1 billion (£96 million) into making its building blocks a little greener by 2030.
The Danish toy company, which has also invested in wind energy and FSC-certified packaging, will establish a Lego Sustainable Materials Centre and hire over 100 specialists to ensure any new material is safe and high-quality enough to satisfy parents.
In 2014, Lego produced more than 60 billion bricks and other elements, so switching to a more eco-friendly material in the future would have a pretty significant effect.
"Our mission is to inspire and develop the builders of tomorrow. We believe that our main contribution to this is through the creative play experiences we provide to children," says Lego Group Owner Kjeld Kirk Kristiansen.
"The investment announced is a testament to our continued ambition to leave a positive impact on the planet, which future generations will inherit."
Jørgen Vig Knudstorp, CEO and President, adds: "There is no common definition of a sustainable material. Several factors influence the environmental sustainability of a material – the composition of the material, how it is sourced and what happens when the product reaches the end of its life. When we search for new materials all of these factors must be considered."