The LEGO Group has announced a new initiative called LEGO Max that will implement lifetime purchase limits for customers as part of their corporate sustainability strategy. Named after the now-defunct LEGO Club mascot, LEGO Max seeks to “maximize fun for all” while being responsible stewards of their planet protection promise. As the main tenet of LEGO Max, the company will cap their overall production output (even though demand for LEGO products continues to grow each year). This means that once all existing factory construction projects are complete, the company will no longer expand production capacity. With a finite supply of products, the added customer lifetime purchase limits are meant to ensure that LEGO fans prioritize the sets they want most. A sub-initiative of LEGO Max is their “Share More – Build More” effort, which will give fans the ability to earn offset purchasing credits by reselling new or used LEGO products...














