LEGO Introduces Recycled Tires for Sustainable Future

The LEGO Group continues to move closer to sustainability by launching new tires made from more than 30% recycled materials. The green tires contain abandoned fishing nets, ropes, and recycled engine oil, demonstrating the company's efforts to be less dependent on virgin fossil fuels. Already available in some LEGO sets, these new tires will be included in 120 sets by the end of 2025.

This initiative is part of LEGO’s broader mission to transition to renewable and recycled materials by 2032, demonstrating how major brands can lead in environmental responsibility. The move aligns with growing industry efforts to minimize plastic waste and adopt sustainable alternatives without compromising product quality.

As Annette Stube, Chief Sustainability Officer at LEGO, states, the company has spent years of research and development making sure that the new material lives up to the high demands that LEGO fans have. "This is a thrilling move in our strategy to make LEGO products more sustainable and less reliant on virgin fossil fuels.". We have spent the last five years developing and experimenting with this new recycled material so that it could live up to our high expectations for quality, safety, and durability," she explained.

The new tires are produced with rSEBS, a substance that is made from waste maritime equipment and recycled engine oil. Even with the change in raw materials, LEGO has made sure that the tires have the same aesthetic value, durability, and functionality as regular LEGO tires. This way, consumers get to have the same play experience while being assured that they are helping create a cleaner world.

LEGO's investment in sustainable materials does not stop at tires. The company has been pioneering the testing of different eco-friendly substitutes, with great strides made in recent years. Since 2018, LEGO has employed bio-polyethylene (bio-PE) from Brazilian sugarcane in over 200 elements, such as minifigure accessories. The company has also launched recycled artificial marble (arMABS) in transparent elements like windows and lightsabers, where 20% of the material used in the pieces is recycled. By 2025, LEGO plans to have these components in 85% of its sets.

In addition, LEGO has also been endeavoring to incorporate CO2-based materials into its products. The organization is partnering in projects related to e-methanol and ePOM with the long-term goal of including these renewable resources in wheel axles and other primary components. These endeavors highlight LEGO's efforts towards reframing its supply chain and lowering its overall carbon footprint.

By mid-2024, 30% of all the resin LEGO buys will be from renewable sources under mass balance principles. This approach guarantees that sustainable materials are phased into production gradually while efficiency and performance levels are not compromised.

The use of recycled tires is only one instance of how LEGO is integrating sustainability into its business model. The toy industry, traditionally dependent on petroleum-based plastics, is under growing pressure to become more environmentally friendly. LEGO's move to incorporate recycled materials into its highly successful sets is a powerful message to the industry and consumers: sustainability is no longer a choice—it is a business necessity.

Though it costs more to switch to renewable materials, LEGO is still keen on innovation and environmental advancement. The fact that the company is able to come up with sustainable solutions and bring them to scale while keeping the quality of products intact is a new standard in responsible manufacturing.

As consumers increasingly look for sustainable products, LEGO's leadership in the area is proof that brands can be environmentally conscious without sacrificing on creativity or play value. Taking courageous strides towards a circular economy, LEGO not only future-proofs its company but also raises the bar for others to come.