Mattel, Inc announced its goal to achieve 100% recycled, recyclable or bio-based plastics materials in both its products and packaging by 2030.
In the first half of 2020, the Company will debut its first product aligned with this goal: the iconic Fisher-Price® Rock-a-Stack® made from sugarcane-based plastics and packaged in 100% recycled or sustainably sourced material.
This new goal expands the Company’s Environmental Sustainable Sourcing Principles that were announced in 2011.
The Company now sources 93% of the paper and wood fiber used in its packaging and products from recycled or Forest Stewardship Council (FSC) content, surpassing its 2018 goal of 90%.
In addition, the Company has adopted the How2Recycle label, a standardized labeling system that clearly communicates recycling instructions to the public.
Earlier this year, Mattel established an Environmental Sustainability Council comprised of a cross-functional team of leaders dedicated to actively advancing the Company’s sustainability efforts in several areas, including materials innovation.
Ynon Kreiz, Chairman and CEO, Mattel said
“Environmental sustainability is a corporate priority at Mattel and creating sustainable products and packaging is an important part of our commitment to the planet.
Our dedicated cross-functional team made sustainability a key priority throughout the product and packaging design and production process.
Richard Dickson, President and Chief Operating Officer, Mattel said
“Innovation is part of our DNA, and it is central to our work in environmental sustainability,.
Our world-class designers have consistently created products that can be passed on to generations and, today, we are continuing this proud tradition with our new sustainable Rock-a-Stack, one of the most iconic and best-selling toys in the toy industry.”
Fisher-Price will celebrate its 90th anniversary in 2020, and by the end of the year, all Rock-a-Stack toys sold worldwide are on track to be made with plant-based plastics and packaged in 100% recycled or sustainably sourced material.
The beloved Rock-a-Stack toy, which was launched by Fisher-Price in 1960 to introduce babies to relative size and stacking, will be made from a sugarcane-based polyethylene, a renewable raw material.
By streamlining the toy’s materials, it can also be fully recycled, which will eliminate waste and more easily enable the material to be recovered and repurposed at the end of the toy’s service life.
Mattel is a leading global children’s entertainment company that specializes in design and production of quality toys and consumer products.
We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic franchises, including Barbie®, Hot Wheels®, American Girl®, Fisher-Price®, Thomas & Friends® and MEGA®, as well as other popular brands that we own or license in partnership with global entertainment companies.
Our offerings include film and television content, gaming, music and live events.
We operate in 40 locations and sell products in more than 150 countries in collaboration with the world’s leading retail and technology companies.
Since its founding in 1945, Mattel is proud to be a trusted partner in exploring the wonder of childhood and empowering kids to reach their full potential.