Lego is launching a take-back service Replay in the UK to stop its iconic bricks from becoming waste.
The new pilot programme will test new uses for the bricks donated by families and fans in the UK. During this exploratory phase, the returned used bricks will be recycled into new items that support learning in schools, such as storage boxes for toys.
The scheme was first launched in the US in 2019 and expanded to Canada in 2021. So far, over 230 million Lego bricks have been donated by North American families, giving 300,000 children-in-need playful learning opportunities and preventing bricks from going to waste.
The toymakers will also work with charity partners such as In Kind Direct to distribute bricks to schools and community centres.
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Vice president of environmental sustainability Tim Brooks said the company is “proud” that UK consumers “already pass the joy of Lego play to others”.
Research from the toy company found that 94% of families who’ve decided to pass bricks on do so to friends, family, charities or local schools, or they sell them.
“Our bricks are designed to be durable and safe enough to be handed down from generation to generation to inspire endless play and creativity for many years,” Brooks added.
“Piloting Lego Replay in the UK is an important step on our journey to becoming more circular. We want to rehome, repurpose or recycle every Lego brick to keep them in play for longer.
“We hope Lego Replay will help even more people donate their bricks with ease and feel proud they are supporting playful learning for children across the country,” Brooks concluded.
