Built for tomorrow - The LEGO® Knight returns with an important message

BILLUND, DENMARK, 3 September 2026: As nearly three quarters of adults (74%) say products should be built to last and used multiple times, the LEGO Group's latest campaign celebrates the durability of LEGO® bricks, designed to be rebuilt and reused across generations.

Featuring the return of the LEGO Knight from the classic 1978 Yellow Castle set, the campaign showcases some of the ways the LEGO Group is working to make its business more sustainable, including increasing renewable and recycled materials and paper-based packaging, reducing emissions, and increasing renewable energy use.

Annette Stube, Chief Sustainability Officer at the LEGO Group, said: “Since their creation in 1958, LEGO bricks have been designed to be built and rebuilt. Through this campaign, we're celebrating the enduring nature of LEGO play while highlighting some of the actions we're taking to reduce our environmental impact for the builders of tomorrow.”

The refreshed campaign comes as the LEGO Group continues to invest in sustainability driven initiatives. In 2025, the company increased its total spend by 20% compared to 2024 and more than tripled investment levels compared to 2022.

It offers greater visibility into the range of actions underway across the business. This includes:

• Materials: Increasing the use of renewable and recycled materials for LEGO products. This includes materials sourced through the certified mass balance approach, transparent elements containing 20%** artificial marble countertop offcuts, flexible elements made using 89% Brazilian sugarcane and tires containing 34% recycled materials from fishing nets and engine oil.

• Operations: Expanding renewable energy generation across operations, including solar energy projects at sites around the world.

• Packaging: Reducing the use of single-use plastic packaging and switching to paper-based alternatives.

These form part of the LEGO Group's broader efforts to reduce its environmental impact while continuing to meet growing demand for LEGO play experiences around the world.

The campaign will run across LEGO Group channels, including the LEGO Group YouTube and digital platforms.