By the end of the year, the company says over 60% of the new Lego boxes in the US will feature the How2Recycle label. The Lego Group plans to extend the How2Recycle label to nearly all new North American products during 2019.
How2Recycle is an initiative that aims to promote recycling by helping brands put clear and standardised labels on their packaging and showing consumers how to recycle it. The programme was launched in 2012 and has gained over 90 participants till date.
“Lego bricks are designed to be reused and handed down through generations, but not everyone keeps their Lego boxes. Implementing the How2Recycle label on Lego packaging is an important step in minimising landfill through clear guidelines, encouraging consumers to responsibly recycle their packaging,” said Tim Brooks, the company’s Vice President Environmental Responsibility.
Lego Group says the company is working on developing similar recycling labels for packaging in other markets such as in Europe, though the diversity of language and recycling systems do present a challenge. It has taken several significant steps to improve the sustainability of packaging, the company said, adding that 100 percent of paper and cardboard used in Lego products and packaging is sustainably sourced and certified by the Forest Stewardship Council. The company has committed to make all products and packaging from sustainable materials by 2030.