" Sometimes brands make a stand more quietly. Deep inside one of the world’s most famous factories, located in the tiny town of Billund, Denmark, more than a hundred engineers and scientists are collaborating to redesign a product that has worked perfectly for more than eighty years. The LEGO Sustainable Materials Centre, a well-funded group within LEGO, is dedicated to finding more sustainable materials within the next decade to make the company’s iconic bricks. In 2018 the group launched its first innovation, making flexible pieces such as leaves and palm trees from a plant-based plastic sourced from sugar cane. This sense of commitment to the environment is deeply felt at LEGO. Its efforts may inspire more such initiatives across the toy industry, especially if consumers take note of LEGO’s efforts and demand similar forward-looking commitments from other companies as well. "

― Rohit Bhargava , Non Obvious Megatrends: How to See What Others Miss and Predict the Future (Non-Obvious Trends Series)