In January 2024, the LEGO Group (LEGO) welcomed a new chief sustainability officer. The role promised to position LEGO as an industry leader in sustainability but would also bring challenges. For instance, LEGO’s commitment to manufacturing its toy bricks entirely from sustainable materials by 2032 had encountered a setback (and media scrutiny) just months prior, when a promising material sourced from plastic bottles had failed expectations. The fervour evoked memories of the 2014 backlash from environmental activists for LEGO’s long-standing partnership with Shell plc, a global oil and gas corporation. Stube thus had to define a vision that would keep the company on track for its ambitious sustainability goals while avoiding past mistakes.