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The year is 2030, and LEGO has decided to reach zero waste om operation and use sustainable materials as its core in their products and packaging. The toy manufacturer has partnered with WWF to support and build demand for sustainably sourced plastic, purchasing sugarcane from Brazil whilst ensuring their supplies are grown on agricultural land.

The new sustainable LEGO products are made from polyethene which is a soft, durable and flexible plastic based on sugarcane. Tim Brooks, who is the vice president of environmental responsibility at the LEGO Group, said the change was a "great first step in our ambitious commitment of making all LEGO bricks using sustainable materials."

"Children and parents will not notice any difference in the quality or appearance of the new elements because plant-based polyethene has the same properties as conventional polyethene," he said in a statement.

The elements have all been tested to ensure the materials meets LEGO's safety standards. LEGO said the sustainably-sourced items would account for only 1-2 % of the total amount of plastic pieces it produces.

The move forward in the product signals the brand's hopes to eventually make most of its 'core products' from sustainable sources. Have a look at the video below to see more about the story of reaching environmental friendly products.

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