Lego is making significant strides in its commitment to sustainability by increasing the use of renewable and recycled plastics in its bricks, aiming to eliminate fossil fuels by 2032. The company reported that 22% of the resin used in the first half of 2024 was sourced from these sustainable materials, a noteworthy increase from 12% the previous year. This transition comes at a cost, as Lego is paying up to 70% more for certified renewable resin, yet CEO Niels Christiansen assured that this will not lead to increased prices for consumers. Lego's strong financial performance—with a 13% rise in revenue and a 26% increase in operating profit—has enabled the company to invest in these greener materials. The move is part of a broader strategy to enhance its supply chain and reduce its carbon footprint, despite the challenges of sourcing suitable alternatives. Lego continues to explore innovative materials while maintaining its market position as a leader in the toy industry.