Lego, controlled by Denmark’s billionaire Kirk Kristiansen family, plans to manufacture its iconic building blocks using plastic made from sustainable materials such as sugar cane, instead of fossil fuels, by 2030. Its goal is to be a leader in fighting plastic pollution that in particular, threatens marine life. It has started by offering small plant-based Lego sets as gifts in connection with large purchases. However, Lego is uncertain about the profitability of such a revolutionary change and whether it can maintain quality. It assures us that prices will still be based on its superior quality and playing experience, not the material of the blocks. Despite Lego’s good intentions, there is some controversy regarding the non-biodegradability of sugarcane plastic. Farming large amounts of sugarcane may have a low carbon footprint but a lot of chemicals and water are needed to grow these crops.