On first hearing, “Lego as a service” sounds like an April Fool’s joke or a PR parody. But the 87-year-old toymaker’s exploration of a rental service for its products is rooted in sensible sustainable thinking. In an era of dwindling resources, changing how products are treated is good for consumers, companies and the environment alike.
Lego’s sustainability drive stems from the formula behind its multi-hued bricks. The majority of the pieces produced each year are made from ABS, a plastic which gives them the grip which allows them to stay secure, but is reliant on petroleum. Renting Lego rather than allowing them to gather dust in attics could reduce the production demands. As the company itself admits, however, the idea is still only a proposal. Young customers and pieces known for vanishing under sofas do not make for an auspicious combination.
> Read the full article on the Financial Times website
Source: The Financial Times
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Looking at increased sales and profits as never ending is probably becoming an obsolete concept. Diversifying and changing business models is probably something that will have more impact in circular economy. Decision to reduce production and going to a renting model versus pure sales takes courage but maybe the ignitor of innovation and a way to reinvent ourselves for this new profitability in a circular economy