Lego wants to develop blocks with plastics derived from plants instead of chemicals, but so far it

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Question:

Lego wants to develop blocks with plastics derived from plants instead of chemicals, but so far it hasn't found the formula the meets its needs. Blocks made with corn were too soft. Wheat-based blocks did not absorb color evenly or have the right shine. Other materials yielded bricks that were too hard to pull apart, broke, or had "creep," which describes blocks that lose their grip. Other companies that use plastic also face challenges developing plant-based substitutes. For Lego, bricks have to click together but are easy to pull apart. They also must keep their color and shape across a wide range of temperatures. They can't break if they are dropped. They cannot biodegrade because the company wants them to last for decades. Lego is working with other companies to find solutions by forming an alliance to develop a supply chain for plant-based plastics.

CLASSROOM APPLICATION: Students can discuss why Lego is motivated to try and change the formula of the plastic it uses for its bricks. They can also consider the challenges in the company's quest for product innovation. Finally, students should identify how the supply-chain for plant-based plastics needs to change and why alliances were formed to try and accomplish that.

QUESTIONS:

1. Describe the Lego product and the characteristics the company feels it needs to have.
2. List and describe the alternatives Lego considered and why they failed. (more questions follow to the right…)
3. Who is part of the alliance to develop a supply chain for plant-based plastics? Explain why this alliance is an important step?
4. Tell us about another example of a seemingly impossible idea that became reality in the business world?
5. Why do companies like Lego or the others mentioned in the article feel they need to develop plant-based plastics?