The LEGO Group celebrates five years of LEGO® Replay brick reuse program

• Since 2019, LEGO Replay has enabled nearly 400,000 children across the U.S. to engage in play-based learning with donated LEGO bricks.
• A free and easy-to-use brick reuse program, LEGO Replay is aligned with the company’s environmental sustainability strategy.
• To commemorate the program’s fifth anniversary, the company hosted LEGO Replay birthday parties at Boys & Girls Clubs in Richmond and Boston, where they invited kids to build decorations for a giant birthday cake made of LEGO bricks and provided LEGO Replay boxes to take home.
• As part of these events, the LEGO Group distributed an additional 1,000 LEGO Replay boxes to local educators and community organizations, In partnership with educational equity nonprofit First Book.

To commemorate the 5th anniversary of LEGO® Replay, a circularity program that enables consumers to donate used LEGO bricks for cleaning and repackaging for reuse, the LEGO Group held celebratory events in Boston, Massachusetts, and Richmond, Virginia, in partnership with local Boys & Girls Clubs. In addition to engaging kids in a special building activity, LEGO employees helped distribute LEGO Replay boxes to area educators and community groups, in partnership with educational equity nonprofit First Book.

The LEGO Replay program collects previously used LEGO bricks directly from consumers, cleans and repackages them, and partners with nonprofits like First Book to distribute boxes to educators and charitable organizations across the U.S. To date, the program has distributed 191,000 LEGO Replay boxes across all 50 U.S. states and the District of Columbia, resulting in 300 million LEGO bricks being used and loved anew, rather than becoming waste. LEGO Replay has impacted the lives of more than 10,000 educators and nearly 400,000 kids through the power of play.

At the 5th anniversary events in Boston and Richmond, company leaders explained how LEGO Replay works and how the program helps fulfill the company’s goal to enable more kids to learn through play. To the delight of the kids in attendance, the LEGO team unveiled a giant birthday cake made of LEGO bricks and asked them to build decorations with reused LEGO bricks. LEGO volunteers supported the children with the activity and encouraged their creativity. After enjoying actual cake and refreshments, they took home their own LEGO Replay box to continue building.

Following the celebration, LEGO Replay partner First Book, an educational equity nonprofit, activated their local educator network to distribute another 1,000 LEGO Replay boxes that will be used to facilitate learning through play in local classrooms.

Skip Kodak, Americas Regional President at the LEGO Group said: “The LEGO® Replay program highlights the lasting power and durability of the LEGO brick and ensures it stays ‘in play’ through donations across the country. This free and easy-to-use program gives LEGO bricks renewed life, and we’re proud that over the past five years Replay has reached nearly 400,000 kids, increasing their access to learning through play. It’s been a delight to engage more kids and educators with Replay through this anniversary celebration.”

Kyle Zimmer, President and CEO of First Book said: “We’re proud to partner with the LEGO Group in distributing LEGO Replay boxes to the First Book network of educators across the U.S. It’s made a significant impact – the 1,000 additional kits donated in Boston and Richmond are just a fraction of the nationally distributed kits that have excited students and inspired learning over the course of this innovative partnership. We’re excited to celebrate this 5-year anniversary, and we look forward to increasing the program’s impact in the coming years.”

The LEGO Replay program offers an easy and sustainable way for people to share the joy of LEGO play with kids who may not be able to access it otherwise. Each LEGO Replay box includes a mix of elements from all sorts of sets that allows for endless creativity and an activity booklet with some great building activities to try. LEGO bricks are perfectly suited to be passed forward, as they are made from high-quality, durable materials, designed to be used for generations. Donating these much-loved bricks gives them a new life—and helps kids learn to problem solve, collaborate, and think creatively.

The donation process is simple: collect any loose LEGO bricks, sets, or elements, place them in a cardboard box, and visit lego.com/replay to print out a free UPS shipping label. The package will be sent to the LEGO Replay facility, where each brick will be sorted, inspected by hand, and given a rigorous cleaning. Donated bricks will then be distributed to kids throughout the U.S. by nonprofit partners.

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The LEGO Group in the USA

• The LEGO Group has had a presence in the USA since its American entity, LEGO Systems Inc., was established in 1973 over 50 years ago.
• Since 1975, the company’s Americas Headquarters has been in Enfield, CT, and will transition to Boston, MA, beginning in mid-2025 through 2026.
• The LEGO Group employs more than 3,000 people in the USA.
• The company operates over 110 LEGO stores across the USA, including four stores in the Commonwealth of Virginia and a flagship store on 5th Ave, New York City.

About the LEGO Group

The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
 
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words Leg Godt, which mean “Play Well”. 
Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide.

For more information: www.LEGO.com