Lego pieces are to be made partly from recycled materials.
The company behind the enduring construction toy said it would be making seven types of tyre from repurposed fishing nets, ropes and engine oil.
The final pieces will be at least 30 per cent recycled, according to Lego Group, and “indistinguishable” from existing equivalents.
By the end of this year, the new tyres are expected to be in more than 100 different sets.
Leg Group chief sustainability officer Annette Stube said: “This is an exciting step in our ambition to make Lego products more sustainable and reduce our dependence on virgin fossil fuels.
“Over the past five years, we have invested significant time in developing and testing this new recycled material to ensure it meets our high standards for quality, safety and durability.
“The tyres are just one of many options we’re working on to make our products more sustainable and it’s encouraging to see something this innovative making it into our sets.”
Lego Group said it had tested more than 600 materials for its bricks and elements.
