The LEGO Group has joined forces with LEGO Batman to engage children about environmental and social issues. It has launched a new digital campaign starring LEGO Batman and Alfred (voiced, as per the movies, by Will Arnett and Ralph Fiennes respectively) which discusses the LEGO Group’s contribution to various social, environmental, and playful learning activities across the globe.
The campaign focusses on a new digital platform, the Planet Crew, where children can join the LEGO Group to protect the planet for future generations, as well as sharing their own views on responsibility issues.
The LEGO Group spent last year concentrating on three areas – Children, Planet, and Society – making significant investments in programmes that address climate change and improve sustainability of the company’s operations. It has also worked hard to protect children’s rights, and in partnership with UNICEF developed the Digital Child Safety Policy to create safe online play experiences for children, as well as providing learning opportunities for Syrian refugees under the Partners in Play initiative.
Tim Brooks, Vice President of Environmental Responsibility, said: “We know that children care about social and environmental issues, and this campaign is designed to engage with kids directly in a fun and creative dialogue. By teaming up with Batman, the hero of the widely acclaimed LEGO Batman movie, we hope to engage many children around the world, and encourage them to join the LEGO Planet Crew. We look forward to hearing from children about what responsibility means to them, so we can ensure to continue make the most positive impact on the planet for children and society.”
Thanks to strategic investment in green energy, the LEGO Group is on track to achieve its goal of balancing 100 percent of its global energy consumption with energy produced by its own renewable sources by 2020. In fact, the company is confidence it can achieve this three years ahead of schedule. Last year it not only achieved a 90 percent energy balance, but produced prototype elements from sustainability-sourced plastic derived from wheat.