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Long recognised as an inspiration for building creation, Danish toy company LEGO is on a quest to make its influence more direct and environmentally ethical, with the establishment of its own sustainable materials research centre.

LEGO has invested 1 billion Danish Krone ($AUD195 million) into the centre which will be dedicated to research, development and implementation of new, sustainable, raw materials to manufacture LEGO® elements as well as packaging materials.

The centre will be based at the LEGO Group’s headquarters in Denmark, and will include, in addition to more than 100 specialists within the materials field, all current functions and employees working to find alternative materials for the company.

LEGO Group owner Kjeld Kirk Kristiansen comments on the announcement:

Our mission is to inspire and develop the builders of tomorrow. We believe that our main contribution to this is through the creative play experiences we provide to children. The investment announced is a testament to our continued ambition to leave a positive impact on the planet, which future generations will inherit. It is certainly in line with the mission of the LEGO Group and in line with the motto of my grandfather and founder of the LEGO Group, Ole Kirk Kristiansen: Only the best is good enough”.

The structure and organisation of the LEGO Sustainable Materials Centre will be developed during 2015 and 2016 and the LEGO group says it will continuously report on the progress and learnings gained towards the 2030 ambition.