Abstract
This case explores the LEGO® Group's sustainability transformation amid growing environmental concerns around plastic use, carbon emissions, and ethical sourcing. Founded in 1932, LEGO has evolved into a global toy giant, yet still relies heavily on petroleum-based ABS plastic for its core products. Acknowledging this, the company aims to transition to fully sustainable materials by 2032 and reach net-zero carbon emissions by 2050. Its vertically integrated global supply chain supports quality control and brand consistency, with factories strategically located to minimise logistics emissions. LEGO's sustainability initiatives span material innovation - such as rSEBS, arMABS, and ePOM - green manufacturing, circular economy efforts like the LEGO Replay program, and digital tools for supply chain transparency. Despite challenges in material performance, energy demands, and global scalability, LEGO is advancing sustainability through collaboration, R&D, and strategic investment. The case highlights how legacy brands can balance product excellence and environmental responsibility by integrating sustainability into supply chain operations, design, and corporate ethos.
LEGO® is a registered trademark of the LEGO Group