Recently, the LEGO Group and WWF Denmark have joined hands to launch the Planet Promise Design Guidelines, which aims to provide professional guidance for LEGO designers, integrate environmental and social responsibility practices into product storylines, and inspire children around the world's imagination and creativity for a sustainable future through play.

It is reported that the release of the guide follows a recent study, "The LEGO^® Play Well Study 2024". The study shows that 83% of children aged 5-12 said they care about environmental protection, and more than 94% of parents believe that play is a tool for children to explore and learn about sustainable development.

Annette Stube, Chief Sustainability Officer at the LEGO Group, said: “We have included environmentally and socially responsible storylines in our products for many years. The new guidelines will allow us to continue helping children imagine what the world could look like through our products, inspiring them to think creatively about the world they will inherit.”

The guidance was developed in close partnership with WWF Denmark with assistance from WWF experts from the USA, China, Germany and the UK and includes:

Planet Promise Design Principles to educate and inspire LEGO designers who want to gain a deeper understanding of socially and environmentally responsible practices related to nature, communities, energy, and resource use.

Planet Promise Design Guides which provide LEGO designers with essential information and guidance relevant to the experience they are creating.

(Image source: LEGO website)

Jacob Fjalland, Interdisciplinary Director at WWF Denmark, commented: “We are delighted to partner with the LEGO Group on this new set of guidance to inspire and engage children around the world and make room for curiosity on nature and climate matters and how to take good care of our planet. We know firsthand how important education on nature and climate matters is, and as the world’s largest environmental organisation WWF aims to inspire hope and motivation in children and young people helping to shape a generation of optimistic and proactive young individuals.”

The LEGO Group has partnered with WWF since 2014 as part of the company’s commitment to reduce carbon emissions, better understand it’s impact on nature, and promote global action on climate change.

LEGO aims to reduce absolute greenhouse gas emissions by 37% by 2032 compared to 2019 levels, and has committed to net zero greenhouse gas emissions by 2050.

According to the LEGO Group's 2024 Sustainability Statement, in 2024, LEGO's overall investment in environmental sustainability will increase by 68% from 2023 and almost triple from 2022; half of the purchased materials will come from sustainable sources, and 47% of the materials used to make LEGO bricks have obtained mass balance certification; an internal annual carbon emissions key performance indicator has been launched, which is linked to the remuneration of salaried employees; and more than 85,000 cubic meters of water have been saved in Mexico.

In addition, about 12.69 million children impacted with learning through play experiences; 24% (more than 7,000) of employees participated in volunteering activities; and employee motivation and satisfaction scores have reached 81 points, reaching or exceeding 80 points for the fifth consecutive year.

The report said that the biggest challenge facing LEGO remains to decouple growth from greenhouse gas (GHG) emissions. Since the majority of the group's greenhouse gas emissions come from outside direct operations, the group has launched a new "Supplier Sustainability Program" to help partners reduce emissions in their supply chains. 52 suppliers (accounting for more than 50% of the Group's Scope 3 greenhouse gas emissions) have committed to achieving the 2026 and 2028 emission reduction targets set by LEGO. In addition, LEGO will continue to expand the program in the coming years.

As part of the LEGO Group's commitment to have a positive impact on society and the planet, the "Planet Promise" design guidelines apply not only to the design of LEGO products, but also to packaging design, encouraging designers to incorporate environmental protection concepts such as protecting nature, increasing the use of renewable energy and resources, and creating a more sustainable world. The "Planet Promise" design guidelines will first be applied to LEGO's themes.

Author：Qinger