Building a Sustainable Future, Brick by Brick: Lego Company Board of Directors, 2023

Committee Profile

Following the abandonment of their Bottles to Bricks initiative in 2023, the LEGO Group is at a crossroads. The iconic toy company is no longer seeing the same growth and demand they once enjoyed, and are now under the watchful eye of the public and the press. After discovering that their Bottles to Bricks plan towards sustainable development was actually having an adverse environmental impact, the LEGO Group must find a new plan for toy production and distribution that will lessen the company’s carbon footprint. Not only must the LEGO Group create a more environmentally-friendly approach to managing supply chains, but the Board of Directors must also contend with the toy empire’s dwindling popularity. Along with the unfavorable media coverage regarding Bottles to Bricks, LEGO is losing market shares to video games and digital platforms. Sales are down, as many parents have swapped their children’s traditional toys for screens and technology. Therefore, delegates should consider promotional strategies that will keep LEGO products relevant and appealing, amidst the rise of the digital age. Delegates will navigate these major environmental and financial problems, while keeping in mind public relations and media presence. The Board of Directors will either keep the company afloat by changing their market strategies and product impact, or they may be forced to file for bankruptcy. Brick by brick, can the Board of Directors build back the LEGO Group’s once undisputed reign over the toy industry? 

Chair Letter

Dear Delegates,

Welcome to BruinMUN 33! My name is Tess Kaefer (she/her) and I am so excited to serve as your chair and welcome you to the LEGO Board of Directors, 2023. To introduce myself, I am currently in my third and final year here at UCLA studying Psychology and Anthropology. I am currently applying to graduate schools to pursue a Masters degree in Psychology and hopefully become an occupational therapist or an industrial-organizational psychologist (I still have time to figure it out…right?). Outside of classes, you can often find me trying new coffee shops around LA with my roomie, at the gym, or rewatching my favorite sitcoms and playing WordHunt.

I am a recent Model UN convert, at the request of my roommate who lives and breathes MUN. I joined MUN at UCLA in my second year and have had the pleasure of staffing the UNSC at BruinMUN last year, as well as the Parks and Wreck committee at LAMUN XX. Model UN at UCLA has introduced me to the world of people who enjoy public speaking, and has forced me to come out of my shell and join them. I have had so many wonderful times with the MUN community and cherish all of the friendships and memories I have made.

As I’m sure many of you do as well, I love LEGOs. Ever since I was little I have found so much joy in assembling those little blocks into buildings, spaceships,, flowers, and anything else that you could possibly imagine. I will also admit, LEGO Batman is one of my all time favorite movies and it is undeniably a masterpiece of cinema. Given that, I am so excited to join you in the LEGO Board of Directors and see how you guide the company forward. As directors, you will be tasked with navigating the sustainability controversy the company faced in 2023, which saw the company facing backlash regarding their environmental impact. You should be ready to address issues concerning sustainability and practicality, as well as media presence, sales, and public engagement. I’m looking forward to hearing your ideas and seeing how you address these challenges! Best of luck with your builds!

All the best,

Tess Kaefer

Building a Sustainable Future, Brick by Brick: Lego Company Board of Directors, 2023 | Chair | BruinMUN 33

CD Letter

Dear delegates,

Hello! My name is Katie Adamick (she/her) and I’m super excited to be your Crisis Director for the Lego Company Board of Directors! I’m a fourth year majoring in Psychology and History with a minor in Brain and Behavioral Health. In the future, I hope to attend law school or pursue a Ph.D. in clinical psychology. Outside of Model UN, I’m a writer for the Business Law and Investing Society Law Journal, and I also do research on stress and body image. In my free time, I love reading, knitting, swimming, and going to the beach!

My Model UN journey began in my sophomore year of high school when I joined my school’s club as an opportunity to improve my public speaking skills. Since then, I’ve greatly enjoyed both the academic growth and wonderful sense of community that I’ve found in Model UN. I first staffed crisis committees during my sophomore year at UCLA, and I’ve loved them ever since! Over the past year, I've had an amazing time serving as the Crisis Director for the London’s Most Glamorous committee at BruinMUN 32 and the Crisis Director for the JCC: Kingdom of the Fairy Godmother at LAMUN XX!

From spending hours on Star Wars models to tinkering with flower bouquets, I’ve always loved Legos, and I’m looking forward to joining you all for the Lego Board of Directors! In 2023, the Lego Group faced controversy due to their abandonment of their sustainability project “Bottles to Bricks.” Although the company has always promised commitment to environmentally conscious development, it seems there is still a need for more long-term, practical solutions. This is where you all come in! As the Board of Directors, you will use your creativity and industry knowledge to collaborate with one another and find a sustainable path of production moving forward. Additionally, you should consider the importance of advertising and public engagement in maintaining market relevance and increasing sales. With that being said, I’m super excited to meet you all at BruinMUN 33! Let’s build!

Best wishes,

Katie Adamick

Building a Sustainable Future, Brick by Brick: Lego Company Board of Directors, 2023 | Crisis Director | BruinMUN 33