I saw a Greenpeace advertisement recently that lambasted LEGO® for its ongoing toy deals with Shell Corporation. The advertisement was dark, sarcastic, and tasteless.
The video, made to highlight the Danish company’s $130-million relationship with Shell, has reappeared on YouTube after being withdrawn last week following copyright complaints from the toy-maker.
The video made me feel sorry for LEGO®. It also reminded me that LEGO® is made from oil-based products (even though they’re trying to find a sustainable alternative), and it inspired me to make this infographic: the Chemistry of everyone’s favourite building block.
LEGO® is made from ABS (acrylonitrile butadiene styrene), a thermoplastic polymer comprised of three monomers. The first monomer, acrylonitrile, gives the bricks strength. The second, 1,3-butadiene, gives them resilience (i.e. stops them from snapping so easily) and the third, styrene, gives them a shiny, hard surface. These three ingredients are mixed with colorants then polymerised (hardened) with the help of an initiator called potassium peroxydisulphate. LEGO® buys pre-made ABS granules and injects them into brick shapes on a massive scale.
LEGO® make 20 billion bricks each year (that’s 35,000 bricks a minute) and according to the Guinness Book of World Records, they produce more plastic tyres than anyone else. Personally, I think that’s a remarkable feat. It’s engineering genius.
In a statement, LEGO® said: “We firmly believe that this matter must be handled between Shell and Greenpeace. We are saddened when the LEGO brand is used as a tool in any dispute between organisations. We will continue to… deliver creative and inspiring LEGO play experiences to children all over the world.” •