The Lego Group Unveils New Lego Naturals® Product Line.....

Billund, Denmark- The Lego Group, makers of the world's most popular brand of construction toys, has announced the production of a new line of Lego Naturals® products in response to growing concerns from health conscious and environmentally aware parents.

An eco-friendly model of the Sydney Opera House built with Lego Naturals® construction bricks

"Parents are doing their research and have expressed many concerns about both the environmental impact of discarded Lego pieces and possible adverse health effects from exposure to our products," Niels Jacobson, Chairman of The Lego Group, explained. "I'm confident that they will be pleased with our efforts."

Lego Naturals® will be manufactured using only organic wood and plant pulps, and without plastics, artificial colors, or chemical hardening agents. Durability of the individual pieces will be somewhat decreased according to Jacobson. "We are advising customers to consider these as single use, 100% biodegradable products because the slightest bit of atmospheric humidity, even just the natural oils of the human fingers, will cause significant decomposition within minutes of exposing the individual pieces to the environment. This will limit the versatility of the toys but not the imagination of the young child."