Because, let's face it, Lego is a top brand in the plastics industry and is probably one of the few that people outside the industry connect with. It's also one of the few big consumer brands that still closely controls its in-house molding.
So when the Danish toymaker makes big moves — such as investing in research to find a more sustainable version of ABS for its bricks — it's big news. That's especially true for the June 15 announcement that Lego is building its first U.S. injection molding plant.
The $1 billion project near Richmond, Va., will employ more than 1,000 and operate as carbon neutral, with a massive solar energy field on the site to supply 100 percent of the plant's electricity.
Both the investment and the electricity source will be interesting to follow, but I'll do my best to avoid turning Kickstart into an all-Lego news blog.