At the 8th CIIE, Danish toy titan LEGO is building the bricks of a greener future in China. 

LEGO’s colorful booth is seen at the 8th China International Import Expo (CIIE) in Shanghai on November 6, 2025. Huang Yuhao 

“China International Import Expo (CIIE) provides an extraordinary platform for us to showcase our products for different ages and interests – and to introduce the LEGO Play experience to more children and families in China,” Niels B. Christiansen, CEO of the LEGO Group told China Today. 

LEGO is showcasing its long-term sustainability ambitions at this year’s CIIE, including the goal of producing its core products from more sustainable materials by 2032. Arik Leeb, director for sustainability engagement of the LEGO Group, showed China Today some examples of this vision at its booth in CIIE. 

One example is LEGO elements made from BIO-PE, a plant-based plastic derived from sugarcane, used in flexible and soft pieces that resemble plants, and another is the use of materials containing 20 percent of recycled content from artificial marble worktops to make transparent LEGO elements. These sustainable components are produced at LEGO’s factory in Jiaxing, east China’s Zhejiang Province, underscoring China’s integral role in the company’s global sustainability journey. 

At the Jiaxing factory, LEGO has made remarkable progress in transforming its packaging from single use plastic to paper-based packaging. “Currently, already 93 percent of the packaging is made from paper, cardboard, and other paper-based materials,” Leeb told China Today, adding that all the packing lines at its Jiaxing factory have already transitioned to paper-based bags. “A great achievement and kudos to the Chinese colleagues who make that happen.” 

Arik Leeb, director for sustainability engagement of the LEGO Group, showcases the company’s sustainable products to China Today at the 8th China International Import Export (CIIE) on November 6, 2025. 

Beyond packaging, LEGO’s Jiaxing factory is also setting an example in clean energy and carbon reduction. “Currently, we already have more than 20,000 solar panels installed at the Jiaxing factory, and next year we’re planning to install even more,” Leeb said. The factory has also implemented an innovative chiller system that redirects surplus heat from production to other areas of factory environment. This system helps reduce the use of natural gas and lower carbon emissions, showcasing how the company integrates energy efficiency and environmental responsibility into its daily operations in China. 

LEGO’s commitment to sustainability extends beyond manufacturing to inspiring the next generation. Through its “Build the Change” program, the company encourages children to design creative solutions for real-world environmental or social challenges, such as “how to make a city more sustainable or more playful.” Their imaginative creations were showcased at the LEGO booth at this year’s CIIE. 

“By 2024, we had 200,000 kids in China participating in ‘Build the Change’ events,” Leeb shared. By empowering young builders to think about issues like biodiversity, climate change, and urban livability through the program, LEGO and its Chinese partners are nurturing the creativity and environmental awareness that will shape the sustainable cities of tomorrow. 

“Since the LEGO Group first participated [in the CIIE] in 2018, we have been investing in building our brand, retail network, operations, and sustainability [through the platform],” Christiansen said. With its strong commitment to sustainability in China and across the world, LEGO is continuing to live up to its mission of inspiring and developing the builders of tomorrow.