Lego toys have always been about building.

But FanTrust president Catherine Warren having recycling for the toy line in mind earned herself a meeting at MIPCOM with Lego’s VP of global licensing and entertainment, Jill Wilfert, after she won a Lego Twitter pitch contest during the annual TV bazaar.

Her winning concept: kids whose families can afford Lego will be encouraged to send disused Lego toys to families in developing countries.

“Lego group VP Jill Wilfert told me that Lego’s choice for FanTrust’s first place idea was unanimous,” Warren told Playback Daily.

The next step for the Vancouver-based digital media consultant is to meet with Wilfer and other Lego execs to develop the concept.

– Photo from LinkedIn