In January, global toy manufacturer Mattel 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 this year, the California-based 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.
Mattel Rock-a-Stack
Photo: Business Wire
This new goal expands Mattel’s Environmental Sustainable Sourcing Principles that were announced in 2011. The Company now sources 93% of the paper and wood fibre 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 standardised labelling 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.
“Environmental sustainability is a corporate priority at Mattel and creating sustainable products and packaging is an important part of our commitment to the planet,” said Ynon Kreiz, Chairman and CEO, Mattel.
“Our dedicated cross-functional team made sustainability a key priority throughout the product and packaging design and production process.Today, we are delivering on that priority by announcing our first product made from sustainable materials and we look forward to expanding our efforts to all Mattel brands,” Kreiz continued.
“Innovation is part of our DNA, and it is central to our work in environmental sustainability,” said Richard Dickson, President and Chief Operating Officer, Mattel. “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.”
Mattel subsidiary 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 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.
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