MGA Entertainment, the maker of the wonderful world of L.O.L. Surprise!, is promising to make the L.O.L. Surprise! collection more sustainable and eco-friendly as it announced that it will be creating biodegradable balls for the toys’ packaging.
The announcement was made in the lead up to the annual Toy Fair in New York, which is kicking off tomorrow, February 22.
The compostable balls will be made with a new patent-pending compound that takes care of the degradation of plastic in landfill conditions, MGA Entertainment said.
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The company’s founder and CEO Isaac Larian, in a statement, said: “I have assembled an in-house team that is 100 percent focused on identifying the best innovative and eco-friendly options to use in our toys.”
Additionally, MGA Entertainment has also expanded its existing partnership with innovative waste management company TerraCycle by adding nine new countries to the program.
Under MGA Entertainment’s partnership with TerraCycle, which was announced last year, allows consumers to sign up to a recycling program for free in order to obtain a free shipping label where they can send their L.O.L. Surprise! waste to TerraCycle.
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“Beginning 2021, the entire L.O.L Surprise! packaging line will be completely degradable,” Larian said. Ahead of that, the company said starting this summer, all L.O.L Surprise! accessory bags will be paper based, and any packaging made from resin will be degradable and include new compound.
In addition to its green initiative for the L.O.L Surprise!, MGA Entertainment has also announced that it will be rolling out a new product line from another company-owned brand, Little Tikes.
Little Tikes will be unveiling a new line that will be 100% made from post-consumer and post-industrial resin. The Little Tikes “Go Green” product line will be available starting in the fall, particularly on Earth Day.
Little Tikes Go Green will initially have four products to mark its launch before rolling out new additions throughout 2020 and beyond. Little Tikes has created a new logo for the Go Green collection.
“Beginning 2025, MGAE will only manufacture products that will degrade when disposed of properly,” Larian said.
The New York Toy Fair will run from February 22-25, 2020 at the Jacob K. Javits Center in Manhattan.
For more updates on the 2020 New York Toy Fair, stay updated at I4U News. We will report about the highlights and all the hottest new toy releases that will be showcased at the Toy Fair 2020. Follow our dedicated 2020 New York Toy Fair News Hub.
Published on i4u.com
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