LEGO and WWF Denmark Unveil Sustainability Guidelines to Mold Future Play Experiences
In a groundbreaking move, the LEGO Group, in collaboration with WWF Denmark, has launched the Planet Promise Design Guidelines. This new framework aims to embed socially and environmentally responsible narratives into LEGO sets, stories, and packaging, fostering a generation of children who are aware of their role in creating a sustainable future [1][3].
The Planet Promise Design Guidelines are the result of the LEGO design team's tireless efforts, comprising over 600 designers [4]. The team has tested over 600 alternative materials to create more sustainable bricks and components, reflecting the LEGO Group's commitment to sustainability throughout the product lifecycle [1].
The guidelines are structured around two key components: Planet Promise Design Principles and Planet Promise Design Guides. The principles focus on nature, communities, energy, and responsible resource use, providing educational tools for LEGO designers [9]. The guides offer practical instructions and information tailored to the specific experiences being developed [8].
One of the primary objectives of the Planet Promise Design Guidelines is to educate over 600 LEGO designers on environmentally and socially responsible storytelling [7]. Examples of sustainability themes integrated through these guidelines include environmental protection narratives, use of renewable and sustainable materials, incorporation of renewable energy and eco-friendly practices, and socially responsible play experiences [1][3].
For instance, storylines highlight protecting nature and increasing renewable energy use to educate children on environmental stewardship. The guidelines also promote creating LEGO bricks and packaging from sustainable resources, such as plant-based plastics [1].
LEGO's campus buildings reflect the same sustainability ethos, featuring solar panels generating significant energy, green rooftops with Sedum plants that absorb CO2 and rainwater irrigation systems [2]. This commitment to sustainability extends beyond the products, as the LEGO Group seeks to empower children and fans of all ages to reimagine a better world through purposeful play [10].
The Planet Promise Design Guidelines will initially apply to LEGO-owned themes, with potential expansion over time. Jacob Fjalland, Interdisciplinary Director at WWF Denmark, emphasized the importance of the initiative in global youth education [6]. WWF aims to inspire hope and motivation in children and young people, helping to shape a generation of optimistic and proactive young individuals [5].
Research shows that 83% of children aged 5-12 care about the environment, and LEGO play is leveraged as a tool for exploring sustainability concepts [1]. Thus, the Planet Promise Design Guidelines integrate sustainability into LEGO sets, stories, and packaging by creating a consistent framework focused on environmental protection, resource sustainability, and socially responsible storytelling that encourages young audiences to imagine and build a more sustainable world.
The LEGO Group's efforts reflect a vision to make room for curiosity on nature and climate matters and help children take good care of the planet [6]. The Planet Promise Design Guidelines are part of the LEGO Group's broader Planet Promise sustainability strategy, which began in 2014 with a partnership with WWF to reduce carbon emissions and support climate action [3].
References: [1] LEGO Group. (2023). Planet Promise Design Guidelines. Retrieved from https://www.lego.com/en-us/aboutus/sustainability/planet-promise-design-guidelines [2] LEGO Group. (2022). Sustainability Report 2021. Retrieved from https://www.lego.com/en-us/aboutus/sustainability/sustainability-report-2021 [3] LEGO Group. (2021). LEGO Group and WWF Denmark launch Planet Promise Design Guidelines. Retrieved from https://www.lego.com/en-us/aboutus/news/2021/august/lego-group-and-wwf-denmark-launch-planet-promise-design-guidelines [4] LEGO Group. (n.d.). Meet our designers. Retrieved from https://www.lego.com/en-us/aboutus/meet-our-designers [5] WWF. (n.d.). WWF's mission. Retrieved from https://www.wwf.org.uk/about_us/mission [6] WWF. (2023). WWF and LEGO Group unveil Planet Promise Design Guidelines. Retrieved from https://www.wwf.org.uk/news/wwf-news/wwf-and-lego-group-unveil-planet-promise-design-guidelines [7] LEGO Group. (2023). Planet Promise Design Guidelines. Retrieved from https://www.lego.com/en-us/aboutus/sustainability/planet-promise-design-guidelines [8] LEGO Group. (2023). Planet Promise Design Guidelines. Retrieved from https://www.lego.com/en-us/aboutus/sustainability/planet-promise-design-guidelines [9] LEGO Group. (2023). Planet Promise Design Guidelines. Retrieved from https://www.lego.com/en-us/aboutus/sustainability/planet-promise-design-guidelines [10] LEGO Group. (n.d.). Our vision. Retrieved from https://www.lego.com/en-us/aboutus/our-vision
- The LEGO Planet Promise Design Guidelines, focusing on sustainable living and education, aim to educate over 600 LEGO designers about creating environmentally and socially responsible storytelling, inspiring children to learn about environmental stewardship.
- In line with sustainable-living principles, the LEGO Group has tested over 600 alternative materials to create more eco-friendly bricks and components, demonstrating a commitment to education-and-self-development in the form of responsible resource use.
- Through the Planet Promise Design Guidelines, LEGO sets, stories, and packaging will integrate themes of personal-growth and learning, such as environmental protection narratives, use of renewable and sustainable materials, and socially responsible play experiences, fostering a generation of children equipped with knowledge needed for creating a sustainable future.
