Iconic Danish toymaker LEGO celebrated by building a toy wind turbine out of plastic bricks after hitting its 100% renewable energy target three years ahead of schedule.
LEGO reached the milestone with its investment in a 258-megawatt offshore wind development in the Irish Sea.
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“We work to leave a positive impact on the planet, and I am truly excited about the inauguration of the Burbo Bank Extension wind farm,” said LEGO Group CEO Bali Padda. “We see children as our role models, and as we take action in reducing our environmental impact as a company, we will also continue to work to inspire children around the world by engaging them in environmental and social issues”
The announcement was in marked contrast to a July, 2014 petition campaign, coinciding with the release of the LEGO movie, in which Greenpeace called the company out for its long-standing promotional partnership with Royal Dutch Shell. “The video, especially with the glummed-up LEGO movie theme song and Santa eyeball-deep in crude, is legit depressing,” Grist associate editor (and self-appointed poet in residence) Amelia Urry commented at the time. “I had no idea LEGO faces could be so expressive!”
But the mood had shifted decisively by the time Padda made his announcement last week. “Together with our partners, we intend to continue investing in renewable energy to help create a better future for the builders of tomorrow,” he said.
And about that LEGO wind turbine? The Independent says the 146,000-piece structure broke the Guinness Book record for largest structure of its kind.