PUBLISHED : 16 Mar 2024 at 17: 26 Shoppers browse through Lego items at a shopping shoppingmall in Bangkok in June2023 (Photo: Wichan Charoenkiatpakul) COPENHAGEN – Faced with a shortage of eco-friendly plastic for its vibrant toy bricks, the guy in charge of Lego A/S is engaging with manufacturers of the raw product in a race to satisfy sustainability targets. Lego has began direct talks with producers to encourage them to invest in more production capability and is purchasing sustainable resin at costs with a premium as high as 70%, according to Chief Executive Officer (CEO) Niels B. Christiansen. At stake for Lego is to discover a method to reach its guarantee of utilizing sustainable products in its plastic structure obstructs by 2032 and endingupbeing web carbon neutral in2050 “Now we have chose to make a genuine effort to impact the market and speed up the speed of this advancement,” the CEO stated in an interview. “There isn’t enough of the product on the market today, however insomecases things just occur when huge gamers like us start paying a premium for products.” The business suffered a obstacle last year when it had to ditch what hadactually been a appealing model product — made of recycled plastic bottles ?
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