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الاقتصادية
LEGO Focuses on Sustainable Materials
Lego anticipates that the future of its most popular toy will not be entirely plastic, and it is investing in sustainable materials and interactive technologies without fully relying on artificial intelligence. The goal is to protect its profits and strengthen its global market share. In the first half of 2026, the company achieved record revenues of 41.9 billion Danish kroner (approximately 6.5 billion USD), with growth in sales and profits, as well as an expansion of its network of stores and factories worldwide. It aims to reduce dependence on non-sustainable raw materials by focusing on the use of renewable and recycled materials, despite challenges related to the durability and precision of the bricks. Additionally, it is launching new interactive technologies such as Lego Smart Play blocks, which combine play and technology without ongoing reliance on the internet or artificial intelligence, in order to broaden the appeal of its products among children and adults.
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