LEGO announced in a statement back in 2015, a $1 billion initiative is released to make its products sustainable by 2030. According to Matt Whitby, Environmental Engagement Manager of the LEGO group, the main technical challenge is to develop a material that will have the same physical properties such as stiffness, friction, and shine as the one manufactured from petroleum. "Most importantly, the bricks need clutch power, the flexibility that enables bricks to be put together and taken apart by a child," Whitby explained. He also explained that fulfilling these high technical requirements is a must for future LEGO bricks and that these bricks should continue to lead in safety standards, and should be produced from sustainable sources.

This is not the first time the toy company made an effort to be environmentally-friendly. LEGO partnered with the World Wildlife Fund to promote global action on climate change and was able to reduce its carbon dioxide emissions in terms of manufacturing and supply chain operations. The toy company has also made significant investments in wind power to balance the company's energy use with renewable energy.