LEGO and Batman join forces on social and environmental responsibility

- Leadership - Mar 22, 2017

The LEGO Group has teamed up with LEGO® Batman to engage children in important environmental and social issues.

The Danish toy manufacturer has launched a digital campaign with a video starring LEGO® Batman (Will Arnett) and his butler Alfred (Ralph Fiennes), discussing the contribution made by the LEGO Group to a range of social, environmental and playful learning activities around the world.

The campaign is centred on a new digital platform, the Planet Crew where children can join the LEGO Group to protect the planet for future generations, and share their views on the responsibility issues they feel are most important to children.

Tim Brooks, Vice President of Environmental Responsibility said: “We know that children care about social and environmental issues, and this campaign is designed to engage with kids directly in a fun and creative dialogue. By teaming up with Batman, the hero of the widely acclaimed LEGO Batman movie, we hope to engage many children around the world, and encourage them to join the LEGO Planet Crew. We look forward to hearing from children about what responsibility means to them, so we can ensure to continue make the most positive impact on the planet for children and society.”

During 2016 the LEGO Group focused on three strategic responsibility areas; Children, Planet and Society, and made significant investments in programmes that address climate change and improve the sustainability of its operations.

The Group took steps to protect the rights of children around the world and support those in need. In partnership with UNICEF, it developed an industry-first Digital Child Safety Policy, to create safe online play experiences for children. It also worked with UNICEF, through an initiative called Partners in Play, to provide learning opportunities to Syrian refugee children in Jordan.

Through its parent company KIRKBI A/S, the LEGO Group has invested DKK 6 billion in renewable energy, and the investment in 2016 in the Burbo Bank Extension offshore wind farm in the United Kingdom puts the Group on track to achieve its goal of balancing 100 percent of its global energy consumption with energy produced by its own renewable sources by 2020. In 2016, 90 percent of energy was balanced, and the company is on track to achieve its goal three years ahead of schedule. 

The LEGO Group continued to make progress against its ambition to use only sustainable materials in its products by 2030, and in 2016 produced prototypes elements made from sustainably sourced plastic derived from wheat. 

Read the LEGO 2016 Responsibility report

Read the March 2017 issue of Business Review Europe magazine. 

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