Lego has vowed to remove all plastic from its brick manufacturing process by 2030.
The popular toymaker is investing £310m in a research project to come up with a method to create bricks only from sustainable materials by the end of this decade.
A dedicated team of engineers has been looking for an alternative to plastic for some time, but efforts have so far been unsuccessful.
Lego currently uses around 90 thousand tonnes of plastic to create its products every year.
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