MGA Entertainment’s hit fashion doll brand, LOL Surprise is the latest toy brand to enter the digital collectable space, having partnered with the New Zealand based NFT app, VeVe.
Through the partnership, a series of limited edition, singularly unique digital collectables will be developed, giving fans the opportunity to collect their favourite LOL dolls and characters as 3D models which can be animated and made interactive.
The partnership marks the first time that VeVe has developed a series of NFTs based on a property taken form the children’s market.
Currently recognised as the only app of its kind, VeVe allows fans to interact with their collections through mixed reality technology that brings their favourite toys and other collectables to life. Fans will also be able to share their own curated collections of photos, videos, and virtual showrooms with their friends and the fan community using the app’s features.
“This is a very exciting step to be partnering with the world’s largest toy brand and we look forward to offering a new and exciting way for fans to play and engage,” said David Yu, co-founder and CEO, VeVe.
“With hundreds of thousands of satisfied adult fans we look forward to creating offerings for younger fans.”
VeVe NFT digital collectibles are minted on the blockchain, which allows for an immutable record of authentication and for fans to collect their digital products in a fun and engaging experience. Since last December, the VeVe app has been downloaded more than 350,000 times and has sold over 580,000 NFT digital collectibles to avid fans.
VeVe is currently one of the top apps in the entertainment category on the Google app store.
On top of that, earlier this year VeVe announced its plans to be the first carbon neutral NFT platform and committed to 100 per cent carbon neutral NFTs, offering grants to environmental nonprofits to raise money for causes.
“We are very excited to be working with a company who, like MGA, creates unique ways to experience the world of fandom. Combining technology with toys has been successful for us in the past and we are looking forward even more success with VeVe,” said Isaac Larian, CEO and founder of MGA Entertainment.
More details on the L.O.L. and other MGA collectibles series, including drop date, will be announced in the coming weeks.
The classic ’90s sitcom, Seinfeld is to be immortalised in LEGO form thanks to a successful fan-backed project launched via the LEGO Ideas platform. Fans will now be able to recreate some of the most iconic scenes with the LEGO Ideas Seinfeld set, featuring Jerry Seinfeld’s apartment, a buildable stage for the stand-up comic, and a Festivus pole.
The project is the brainchild of LEGO fan Brent Waller from Brisbane, Australia, who submitted the build to the LEGO Ideas platform, a LEGO initiative that takes new ideas that have been imagined and voted for by fans and turns them into reality should they receive the requisite number of votes and official LEGO approval.
Waller, who is the co-founder of a video games company, loved LEGO as a kid but was re-introduced to it as an adult and combined with his skill as a 3D artist he set about designing his own LEGO creations – including creating the Seinfeld set.
He said: “I loved Seinfeld in the ’90s and recently re-watched them all. I thought it was a travesty that a LEGO Seinfeld set didn’t exist so I made an effort to resolve that and make the best rendition of Jerry’s Apartment and the gang that I could. The biggest challenge was trying to cram as much detail from the show into the kitchen, all the cupboards, items in the cupboard and on the bench-tops. But I am very proud of how it turned out.”
Recognisable features include the kitchen with a buildable counter, fridge, microwave, oven, and more, such as the living room with a sofa, tables, an office, a buildable stage for Jerry and a Festivus pole. The set also features five minifigures inspired by the main characters and one notable postal worker from the show; Jerry Seinfeld, George Costanza, Cosmo Kramer, Elaine Benes and Newman are all included decked out in iconic ’90s outfits.
Federico Begher, VP of global marketing at The LEGO Group, commented: “The LEGO Ideas platform is a great way for fans to share their ideas with us and their passion for a particular theme. Not only did Brent have a personal desire to create this build, other fans agree and he gained the necessary 10,000 community votes needed for us to consider creating it into a product.
“Seinfeld is a classic sit-com and a cultural icon that was huge in the ’90s and still stands the test of time today. The combination of the quirky characters and the nostalgia of the show is the perfect fit for LEGO and when we saw the concept we just knew we had to make it.
“I am so excited to see how this has been brought this to life in LEGO form and the attention to detail from the furniture to some of the minifigures accessories.”
LEGO Ideas Seinfeld set is available for LEGO VIP members from 21st July and for all from LEGO Stores and Lego.com/Seinfeld from 1st August, 2021 at the recommended retail price of £69.99.
Jurassic Park and Transformers mash-ups, LEGO sets exploring themes of travel, history, science – and iconic worlds of science fiction, of course – and a healthy gaming scene that simply continues to expand and capture new audiences (and that’s just the news this week); the entertainment space is reaching wider audiences and appealing across the generations. Here, The Insights Family’s founder, Nick Richardson explores the topic of the booming Kidult market
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Nostalgia is a powerful tool when marketing products. The emotional pull of recounting past experiences has enabled brands who ordinarily target children to penetrate an older market, expanding their brand presence.
Recently, the kidult trend has accelerated, as adults have reverted to the familiar nature of reliving childhood memories that have provided comfortable experiences in the wake of the pandemic. Some brands have sought partnerships in order to appeal to older audiences for their products which traditionally appeal to younger demographics.
While in our data, the audience for Pokémon in the UK is five to 13-year-olds, the company sought out collaboration with musician Post Malone for its 25th anniversary this year, perhaps aiming to recapture his older teen audience (14 to 18) to celebrate this event. Additionally, the firm’s remake of the Diamond and Pearl editions in the gaming series, originally released in 2006, is a clear attempt to target an older audience of active gamers.
It’s no secret that more adults than ever now play video games. According to our Parents Insights data, gaming is a top five family hobby, as the younger generation of parents who have grown up as gamers themselves carry their hobby into their adult years.
In the UK, LEGO is the most popular toy among kids of every age bracket we survey, but the company is regularly expanding its product offering to target those beyond the initial demographic of kids. This includes creating building sets of flowers and football stadiums, or those themed around travel and history; all aimed at an older audience.
Meanwhile, the popularity of collectables such as Funko Pop! vinyl figures – a top 10 toy for kids aged 11 to 13 in the UK, and a collection of toys that have representation from a range of different IP and brands across different mediums – among adults is indicative of the very real presence of the kidult trend.
Likewise, the effort from Disney to remake and remaster its library of classic animated films for a new generation is also indicative of the older market of fans. The excitement for these films is not only created by the anticipation from kids, but also their parents who want to relive their childhood experiences.
Brands are currently looking to classic brands and IP to guarantee revenue in the fallout of 2020, targeting adults through nostalgic content in the process. Through the success of these films, Disney not only recaptures the imagination of their long-time fans but creates new brand advocates in the younger generation.
In the TV industry, there is also clear evidence of a conscious effort to appeal to this trend. Tracy Beaker returned to screens in February this year in a series designed to appeal to kids and their parents alike. Meanwhile the Biff and Chip reading books, used in schools for more than 30 years, have been made into a TV series, coming to CBeebies.
The growth in popularity of adult cartoons such as Rick and Morty – the favourite show amongst 16 to 18 year olds boys in the UK – is evident that there is a distinct market for mediums traditionally utilised to appeal to younger audiences. Dragon Ball and SpongeBob SquarePants also appear in the top 20 shows among this demographic.
So what, then, does this mean to you?
Well, quite simply, the kidult trend represents an opportunity for brands to expand their revenue streams beyond their kid audiences. By creating collectables that may be aimed at an older demographic, brands can extend their revenue streams while building advocacy with an audience who may pass on their interests to their kids, creating a new generation of fans in the process.
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The Insights Family, is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviour, and consumption patterns. Every year the company survey more than 362,100 kids and more than 176,800 parents.
The global confectionery brand, Haribo is preparing to celebrate its milestone 100th anniversary next year, with the latest launch in a roll-out of consumer products spanning toys, footwear, apparel, and homewares throughout 2021.
Developed through collaborations forged by IMG, Haribo’s consumer products programme kicked off last month with the worldwide unveiling of a partnership with PUMA and the launch of a PUMA footwear and apparel collection. The street wear brand has now released its second drop in the collab, a collection of ‘candy-coloured’ ranges that infuse Haribo’s Goldbears with some of its own classic silhouettes.
The latest launch includes the CA Pro, Street Rider, RS-X3, and Suede all in adult, junior, preschool, and infant sizing.
Further products partnerships and launches will include Haribo branded shoes for kids developed by the European footwear retailer, Deichmann. The line is scheduled to launch at the end of July this year.
Haribo is also moving in on the toys, collectables, and plush sector with a new range launching this autumn thanks to a multi-year, global deal with the US toymaker, Jakks Pacific. Meanwhile, KidsOne will launch branded tableware in Korea.
Andreas Kuhnle, head of global marketing at Haribo, said: “Haribo is undoubtedly one of the best-known and most popular brands in many countries around the world. Our lives are full of adventures and challenges. Every day and all over the world, little and big heroes face new tasks.
“For all of them, we at Haribo create small, carefree moments of childlike happiness with our products. That’s why brands that also stand for these little moments of joy in everyday life are a perfect fit for Haribo.”
Sven Thierhoff, VP of licensing at IMG, added: “It’s amazing to see the happy world of Haribo come to life through such a diverse, colourful programme of products that embody the brand’s quality-first values. Initial collaborations have been extremely popular with collectors and Haribo fans of all ages, and we can’t wait to develop together with Haribo and new partners new thrilling ideas for the centenary of the iconic Goldbear in 2022.”
Even if you could never have imagined it, life… (you’ve guessed it), finds a way. Hasbro has finally partnered up with Universal Brand Development and Amblin Entertainment to create the DNA mash-up we’ve all been waiting for; bringing Jurassic Park and the Transformers franchise together for the first time.
Under the new partnership, the iconic T.Rex and Ford Explorer from the blockbuster 1993 Jurassic Park have been transformed into… well, Transformers. And the names of these beautiful creations? Tyrannocon Rex and Autobot JP93, of course.
The new Transformers x Jurassic Park figure and vehicle pack celebrates the 1993 movie that set the course for Universal’s Jurassic franchise almost 30 years ago. Both the Tyrannocon Rex and the Autobot JP93 feature a combined 260 unique details inspired by moments from the Jurassic Park film.
The Tyrannocon Rex figure converts into T.Rex mode in 27 steps and features detailed molded dinosaur texture. The figure features a new head mold and stands at seven inches.
Meanwhile, fans can enjoy a heavy dose of nostalgia through one of the film’s iconic vehicles, as the Autobot JP93 converts into the licensed Ford Explorer mode in 18 steps. The figure stands at 5.5 inches and comes with a blaster accessory that can attach to the figure in both modes.
Dr. Alan Grant and the Game Warden inspired both the JP93 hat in bot mode and the JP93 blaster accessory.
Both figures are contained within packaging inspired by the unforgettable moment in the original film in whihc the T.Rex escapes her enclosure and crushes the Ford Explorer. The packaging also includes a cardboard backdrop illustration of the T. Rex’s cage, allowing fans to recreate the scene.
A press release from Hasbro read: “Transformers robots have always been… More than Meets the Eye, but now, through the Transformers Collaborative, fans can experience these larger-than-life characters as they team up, mash up, and meet up with other characters, teams and people who share this same special quality. It is a world of constant change where things are not what they seem.”
The Tyrannocaon Rex figure and Autobot JP93 vehicle pack are available to pre-order for $104.99 (around £75) on Amazon.
A second release of the figure and vehicle pack will be available starting December 1 this year via Hasbro’s fan-facing platform, Hasbro Pulse as well as select retailers worldwide.
Jazwares and its Kellytoy subsidiary are expanding the world of Squishmallows with the launch of a new animated YouTube series Squishville, developed in partnership with Moonbug Entertainment.
The original content, produced by the award-winning global entertainment company behind CoComelon, will kick off with the launch of its first episode on June 26th, with new episodes released every Saturday through to October this year.
This new development for the franchise follows hot on the heels of the retail debut of Squishville, a line of Squishmallows-inspired collectable plush and soft fabric play-sets and accessories. The range arrived in stores earlier this year.
Since launching in 2017, more than 86 million Squishmallows have been sold with the brand expecting to reach its 100 million milestone in the next couple of months. The debut of Squishville comes at a time when the popularity of Squishmallows is at an all-time high, having exploded into a TikTok toy sensation with more than 2.8 billion organic video views.
Squishville will follow the adventures of characters Fifi, Lola, Cam, and Winston as they take on Squishville with a few of their friends like Jeanna, Sharie, Leonard, and Hans.
“The launch of Squishville speaks volumes to the growth in popularity Squishmallows has had over the last year,” said Laura Zebersky, president of Jazwares. “With original animated content, fans can now engage with the Squishmallows Squad and experience their adorable, colorful personalities like never before.”
Mattel has unveiled plans to develop its popular micro doll brand, Polly Pocket into a live-action motion picture, partnering with Metro Goldwyn Mayer (MGM) on the family comedy. The pair has brought Lena Dunham’s production company Good Thing Going in on the project.
Lily Collins (Emily in Paris) will take the lead role of Polly as the film follows the story of a young girl and a pocket-sized woman who form a friendship.
“Polly Pocket was responsible for countless hours of childhood escapism for me – Polly gave me a tiny world of magic and autonomy to narrate, so it’s pretty poetic to be tackling these same ideas now as a director collaborating with the brilliant Lily Collins, Robbie Brenner, Mattel and MGM,” said Dunham.
“I’m so thrilled to bring to bear both my love of this historic property and also my deep-seated belief that young women need smart playful films that speak to them without condescension.”
Collins said: “I’m so excited to partner with this inspiring powerhouse of a team. Developing this project with Robbie, Lena, Mattel and MGM to reintroduce Polly in a fun, modern way has been such a treat. As a child who was obsessed with Polly Pocket, this is a real dream come true and I can’t wait to bring these tiny toys to the big screen.”
Robbie Brenner and Kevin McKeon will lead the project for Mattel Films. Sandino Moya-Smith and Winnie Carrillo will lead for MGM. Good Thing Going’s Liz Watson and Michael P. Cohen will serve as executive producers.
“Polly Pocket is an iconic franchise that has resonated with children for more than three decades,” said Brenner, executive producer of Mattel Films. “The incredible nostalgia that Polly evokes, coupled with Lena’s fresh approach and Lily’s take on the character, will introduce an entirely new interpretation of this classic brand to audiences. We look forward to working with MGM to produce a feature film that will appeal to the whole family.”
Polly Pocket, which was first introduced more than 30 years ago, is the original micro-scale doll and accessories line of toys and, today, is the number one global play-set dolls growth property. In 2018, Mattel reintroduced the popular ’90s sensation with a product line that pays homage to the brand’s origins, with updates to the tiny and mighty doll for a new generation, adding features such as hidden worlds and fun surprise formats.
Children today can also experience Polly Pocket and her world through an animated television series, as well as content on YouTube, that inspires kids to be adventurous, bold and to never let being little get in their way.
Polly Pocket joins other Mattel Films projects in development including movies based on American Girl, Barbie, Barney, Hot Wheels, Magic 8 Ball, Masters of the Universe, Rock ‘Em Sock ‘Em Robots, Thomas & Friends, UNO, View Master, and Wishbone.
Children’s consumption habits are changing and a new generation of consumers are looking to become leaders in shopping sustainably, is the message to emerge from day one of two of this week’s Sustainability in Licensing Conference.
An opening presentation given by The Insights Family’s chief product officer, Jonathan Watson, highlighted that today’s children will be the next leaders in sustainability, and that it was the responsibility of the kids’ entertainment industry to “empower them to do so.”
The two day Sustainability in Licensing Conference (SILC21) kicked off on Thursday, June 24th with a line up of representatives and change makers from across industries, including those from The Eden Project, Tesco, and George at Asda among others, each showcasing the latest developments in the nationwide (and global) drive for better sustainability practices within the business of consumer products.
The session was opened with a presentation from the insights and family intelligence specialist, The Insight Family who offered a deep dive into the most recent data from across the global markets on the children’s and family sector’s relationship with the topic of environmentalism and sustainability.
Key to the presentation were findings around children’s growing understanding of the sustainability conversation, highlighting that it was now a global concern for kids aged six to 12, and that this was filtering down to spending habits today.
Currently over 45 per cent of children aged six to 18 in the UK say they would spend more on something that is environmentally friendly or sustainable. At the same time, youngsters are engaging with the topic far more actively across social media platforms such as Twtich and Discord as they seek out like-minded individuals to talk about the topics.
“Far from being passive observers, kids are thinking about their purchases more than ever, and becoming leaders in sustainable consumption,” said Watson. “Many are now willing to pay an increased price, showing how building sustainability into your business can not only result in increased brand advocacy and financial growth, but can save the planet along the way.”
The discussion spanned the topics of food consumption – the environment is now a major consideration for 22 per cent of UK children’s food choices – to the removal of children’s magazines containing plastic throw-away toys from Waitrose.
“Data has shown that 32 per cent of parents who shop at Waitrose say the environment is their biggest concern. That’s twice as many as the average,” explained Watson. “They are more likely to be the parents teaching their kids about their actions and the environment.
“Likewise, we asked kids why they purchase a magazine. The number that say it’s for the free toy on the front has been reducing over the last few quarters. However, it is still the number one reason for their choice.”
This will be a conflict that many brands in the children’s magazine sector will have to negotiate over the next few years.
Watson concluded: “Making sustainability easier for kids, teens and parents to understand is imperative. It’s important to be empathetic, practical and inclusive of parents so that consumers feel like they are empowered.
“Kids want to make a change, and we need to make it easier for them to do this.”
The Sustainability in Licensing Conference will continue today with speakers from ZURU Toys and LEGO taking to the stage among others.
Moose Toys is delivering a knockout new launch this summer and its ‘biggest boys’ launch to date’ with the arrival of Akedo – Ultimate Arcade Warriors, a battling action figure series that will launch with a new animated series, a licensing programme managed by WildBrain CPLG, and a special tournament hosted by Nickelodeon.
Derived from the Japanese word for arcade, Akedo has a retro gaming look and combines it with kids battling one-on-one with 39 unique warriors including ninjas, robots, gladiators and Vikings, alongside teddy bears, a dinosaur and clowns, using skill and strategy to claim victory over their equally well-equipped opponents.
Building excitement for the action-packed game play of Akedo, Moose is making its largest ever investment in content with WildBrain. Moose also is partnering with Nickelodeon to create a branded “as live” event ― The Akedo Super Ultimate Ultimate Tournament ― on Nickelodeon’s YouTube channel which garners over 50 million views each month.
To create full franchise opportunities for the new brand, Moose and WildBrain Spark are co-producing a new animated series bringing the world of Akedo to life. The action-packed series trailer can be viewed on the MooseTube Mania YouTube channel, a mini movie will premiere on July 2 and full episodes will roll out shortly thereafter.
Episodes also can be viewed on Amazon Prime Video Direct. In Canada, WildBrain also will debut the new Akedo series on its leading television network beginning this fall.
Alongside the robust content offering, Moose also has partnered with WildBrain CPLG, to manage a global licensing program for the Akedo brand across all categories to follow the toys’ launch. WildBrain will handle global distribution for the new series.
Action-packed gameplay is created by figures that are attached to individual coin bases that are reminiscent of arcade play. Using the included controller, figures deliver a unique split strike action that literally splits the other Akedo figure in half. Players’ skill and strategy increase as they move through the collection of 39 warriors, including Classic, Epic, Ultra Rare, Legendary, Exclusive Ultra Rare and the very Limited Edition Mythical Stormstrike, a glow-in-the-dark Viking.
For the ultimate battle experience, players can match up in the ’90s retro style Ultimate Battle Arena, a play-set that emulates an old-school arcade game complete with its own theme song. The arena comes with two exclusive Ultra Rare warriors, Turbo Chux and Screen Shot, both with double battle accessories.
Included are two interchangeable backdrops, two deluxe controllers and detachable training punching bag. Adding excitement, and a bit of humor, to the battles, the arena plays more than 35 real battle sound effects.
“Our success in the boys’ aisle with the Treasure X and Heroes of Goo Jit Zu lines established Moose as a toy super innovator in the category. We are pulling out all of the stops with the Akedo launch,” said Ronnie Frankowski, chief marketing officer, Moose Toys.
“Combining our expertise in collectibles, WildBrain’s cutting edge approach to content and licensing and Nickelodeon’s ability to create on-trend interactive events for its highly engaged and loyal audience, Akedo is positioned to deliver a knock-out hit.
“It’s the most dynamic battling toy ever, and with deep collectability and engaging entertainment, we are delivering a fully-rounded experience that meets kids where they are. It’s a bold move that is consistent with Moose WOW innovation. Akedo is the next global boys’ action franchise mega hit.”
Rachel Taylor, commercial director, WildBrain Spark, added: “Having successfully managed Moose’s YouTube strategy for a number of years at WildBrain Spark, we know just how incredibly engaged kids are with their content online. As more and more kids’ brands move to digital-first launch strategies, it’s a natural step to extend our Moose partnership across WildBrain’s integrated offering of production, distribution and licensing for the amazing new Akedo franchise.
“Moose has an excellent track record of delivering toys kids love, and we’re confident Akedo is going to be a big hit both on and off screen.”
Frankowski added: “Working with Nickelodeon we’ve created an action-packed interactive component to the product launch, The Akedo Super Ultimate Ultimate Tournament, that literally brings to life the Akedo experience in a way no other partner could.
“Moose has had a long-standing relationship with Nickelodeon, but this is the first time we’ve partnered with them for a branded “as live” event. Tapping into Nickelodeon’s group of top-level influencers to introduce kids to Akedo and this absolute next level game play will be entertaining as well as demonstrate how the game is played by enthusiasts that kids can relate to.”
April L. McKenzie, Vice President, Kids & Family Activation, Velocity, ViacomCBS, said: “Through this collaboration with Moose Toys, Nickelodeon continues to push the envelope by creating innovative content and experiences that appeal to fans of all ages.
“The Akedo Super Ultimate Ultimate Tournament not only spotlights the exciting launch of this new action-based toy, but also offers kids and families an opportunity to be at the center of the action.”
The Akedo Super Ultimate Ultimate Tournament will tap the power of Nickelodeon’s 35 million social reach, and enlist its talent and influencers to reach kids and parents. The event will match up 16 competitors made up of kids and top influencers in an exclusive bracket-style tournament, with each competitor battling for their warrior to win the title and become the Ultimate Akedo Champion.
Leading up to the event, influencers including Ninja Kidz, Onyx Kids, Kyle’s Toys & Games and Ohana Boys will be sharing content that showcases how they are training for battle.
On Aug. 15, the event goes live on Nickelodeon’s YouTube channelhosted by digital creator and YouTube star Nathan from Unspeakable calling the action through Aug. 21. Catch it after Aug. 21 on Moose’s YouTube channel, MooseTube Mania.
Akedo will launch on Walmart.com and Amazon in July and in stores at all major retailers in August.
A prototype LEGO brick made from recycled plastic has become the latest advance made by the Danish toy maker in its ongoing journey towards better sustainability and its ‘ambitious goal’ of becoming 100 per cent sustainable by 2030.
It’s taken a team of more than 150 engineers three years to work on sustainable solutions for LEGO products and test 250 variations of PET materials and hundreds of other plastic formulations. The result is a new prototype, which uses PET plastic from discarded bottles, and the first solution to meet the firm’s strict quality and safety requirements.
Materials testing spanned a spectrum of prototypes, from bricks that didn’t clutch sufficiently, to some that wouldn’t separate throughout what The LEGO Group’s vice president of environmental responsibility, Tim Brooks, has billed ‘as the biggest challenge in the company’s sustainability journey.’
“We are super excited about this breakthrough,” said Brooks in a press release. “The biggest challenge on our sustainability journey is rethinking and innovating new materials that are as durable, strong, and high quality as our existing bricks – and fit with LEGO elements made over the past 60 years.
“With this prototype, we are able to showcase the progress we’re making.”
It will however, be some time before bricks made from a recycled material appear in LEGO products on shelf and in-store, LEGO has admitted. A further testing and development of the PET formulation phase is expected to take at least another year, before the company can assess whether to move to pilot production.
“Experimentation and failing is an important part of learning and innovation. Just as kids build, unbuild and rebuild with LEGO bricks at home, we’re doing the same in our lab,” said Brooks.
At a LEGO Fan Media roundtable interview this week, Brooks revealed that despite the unveiling of the first recycled LEGO brick, Brooks acknowledged the ‘big, big challenges’ still faced by the company in reaching its ‘ambitious target’ of achieving 100 per cent sustainability by 2030.
Speaking to Brick Fanatics, he said: “For the safety, the quality, the colur, the durability, the shininess – and it’s the same we see on the packaging as well, getting paper bags to perform in a strong way and not be punctured and all the rest of it. They’re all big, big challenges.
“I can’t say whether we’ll make it or not. I can definitely say it’s our aim to make it, and we’re putting as much effort as we can behind it. We’ve put significant resources behind it, both financially and people.”
Efforts and resources include a $400 million investment over three years into finding new, sustainable materials to replace traditional ABS. The announcement this week of the first prototype LEGO brick made from recycled plastic bottles is the first step on that journey.
The prototype is made from recycled PET sourced from suppliers in the United States that use US Food & Drug Administration (FDA) and European Food Safety Authority (EFSA) approved processes to ensure quality. On average, a one-litre plastic PET bottle provides enough raw material for ten 2 x 4 LEGO bricks.
In 2018, LEGO began producing elements from bio-polyethylene (bio-PE), made from sustainably sourced sugarcane. Many LEGO sets contain elements made from bio-PE, ideal for making smaller, softer pieces such as trees, branches, leaves and accessories for minifigures.
Bio-PE is not currently suitable for making harder, stronger elements such as LEGO bricks.
“We’re committed to playing our part in building a sustainable future for generations of children,” continued Brooks. “We want our products to have a positive impact on the planet, not just with the play they inspire, but also with the materials we use. We still have a long way to go on our journey but are pleased with the progress we’re making.”
