LEGO Becomes An Endangered Species

Over 50 per cent of the world’s living wild animals have disappeared in the last 40 years alone. We are left with less than 300 Cross River Gorillas, 60 Amur Leopards, and just 35 Javan Rhinos in the wild. While organisations like the World Wide Fund for Nature (WWF) campaign tirelessly to raise awareness of the plight of these animals, it is also the responsibility of corporations and private citizens to ensure that these species do not die out.

LEGO is one such business that hopes to play a role in beginning to rebuild wildlife populations. In partnership with the WWF and Ogilvy Denmark, the popular toy brand intends to launch a series of very limited edition box sets, called LEGO Endangered Editions. The number of units manufactured will correspond directly with each of the most endangered animals. So only 35 LEGO Javan Rhino sets will be available — ever.


These toy sets will be auctioned off, with all proceeds going to WWF conservation projects. LEGO know that dedicated fans of their products really love limited editions, and will be willing to pay generous amounts at auction in order to secure what will almost certainly become a highly sought after collector’s item.

But the project, like the animals it aims to protect, is running out of time, and will only be able to go ahead with sufficient support. LEGO needs these same fans to get behind the Endangered Editions by visiting its open, consumer-generated innovation site, LEGO Ideas. If LEGO can secure 10,000 clicks of support by 5th January, then the Endangered Editions will go into production.

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