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Circular Innovation Council and the LEGO® Group Partner to Bring Circular Economy Concepts to Schools Across Canada Through LEGO Replay

Circular Innovation Council is excited to announce a new partnership with the LEGO Group to expand their unique LEGO Replay program to schools across Canada. Based on the core principles of a circular economy, LEGO Replay provides a hands-on approach to educate students on fundamental concepts that underpin a circular economy where products are designed to be durable and last; and be shared between users to give life extension, which reduces the need to make new.

LEGO Replay inspires LEGO brick owners to pass along the LEGO bricks they are no longer using or would like to share with others. The LEGO brick is durable, shareable, and offers endless creativity. As a proof point, 97% of LEGO owners keep or share their bricks amongst friends or family, a true example of circular economy principles in action. Since the launch of LEGO Replay in 2019 in the U.S. and 2020 in Canada, LEGO Replay has received more than 36,000 donations to the program, keeping over 235,000 kg of LEGO bricks in play so that over 100,000 more kids have meaningful playful experiences with those bricks.

Schitt's Creek Cast in front of Rosebud Hotel

Circular Innovation Council is thrilled to have the opportunity to expand the LEGO Replay take-back program in Canada by designing and delivering a national school-based collection program that provides students a direct way to learn about the concepts and benefits of a circular economy and engage with one of the world’s most recognizable toy brands. LEGO Replay provides the opportunity for children to be inspired to keep LEGO bricks in play, seeing first hand that through the Replay program they can be reused. Hopefully this will inspire them to reuse more items in their life. 

This new in-school LEGO Replay program will incentivize students to collect LEGO bricks for reuse and sharing. Before returning through LEGO Replay students will be challenged to create LEGO brick models and artwork that showcases their creativity and understanding of what it means to participate in a circular economy and the benefits to environmental sustainability.

More details about this program will be coming soon. Sign up for updates.


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 130 countries worldwide.

For more information: For more information on LEGO Replay: