FREE Report: Licensing in the Metaverse
Don’t miss out on the hottest trend in licensing today—making real money in the virtual world. Read this report to learn how you can capitalize on this trend today!

Upgrade to Premium Membership NOW for Just $147!
Get 3 Months of Full Premium Membership Access
Includes Our Monthly Newsletter, Licensing News, Deals, and Contacts
And MUCH MORE!

Mattel Goes Green With Toy Recycling Program

By Gary Symons

TLL Editor in Chief

Mattel continues to make big moves as a leader in corporate sustainability, this week announcing the launch of Mattel PlayBack, a toy takeback program that will enable families to extend the life of their Mattel toys once they are finished playing with them.

The new program is designed to recover and reuse materials from old Mattel toys for future Mattel products, and supports the company’s goal to achieve 100 per cent recycled, recyclable or bio-based plastic materials across all products and packaging by 2030.

Just last week, Mattel also unveiled the first of its zero carbon emission Matchbox cars; a miniature Tesla Roadster designed to be recycled and with environmentally friendly packaging.

“Mattel toys are made to last and be passed on from generation to generation,” said Richard Dickson, President and Chief Operating Officer, Mattel. “A key part of our product design process is a relentless focus on innovation, and finding sustainable solutions is one significant way we are innovating. Our Mattel PlayBack program is a great example of this, enabling us to turn materials from toys that have lived their useful life into recycled materials for new products.”

To participate in the Mattel PlayBack program, consumers can visit Mattel.com/PlayBack, print a free shipping label, and pack and mail their outgrown Mattel toys back to Mattel. The toys collected will be sorted and separated by material type and responsibly processed and recycled. For materials that cannot be repurposed as recycled content in new toys, MattelPlayBack will either downcycle those materials or convert them from waste to energy. At launch, the program will accept Barbie, Matchbox and MEGA toys for recycling, with other brands to be added in the future.

“At Mattel, we are committed to managing the environmental impact of our products,” said Pamela Gill-Alabaster, Mattel’s Global Head of Sustainability. “The Mattel PlayBack program helps parents and caregivers ensure that materials stay in play, and out of landfills, with the aim to repurpose these materials as recycled content in new toys. It is one important step we’re taking to address the growing global waste challenge.”

Last year, Mattel introduced several toys as part of its goal to achieve 100% recycled, recyclable or bio-based plastic materials across all products and packaging by 2030, including the Fisher-Price Rock-a-Stack and Fisher-Price Baby’s First Blocks, made from bio-based plastics, three MEGA Bloks sets made from bio-based plastics, and UNO Nothin’ But Paper, the first fully recyclable UNO deck without cellophane packing materials.

Last month, Mattel also announced Drive Toward a Better Future, its product roadmap to make all Matchbox die-cast cars, playsets and packaging with 100% recycled, recyclable or bio-based plastic materials by 2030, in line with Mattel’s overarching goal, and unveiled the Matchbox Tesla Roadster, its first die-cast vehicle made from 99 per cent recycled materials, and that is certified CarbonNeutral. The Roadster will be available starting in 2022.

Mattel says the PlayBack program will initially be available in the United States and Canada. The program will then extend to France, Germany and the United Kingdom through third-party recycling partners.

The company says programs like Mattel PlayBack are an integral part of Mattel’s broader sustainability strategy and efforts to teach children about the importance of protecting the planet. Mattel PlayBack also supports the company’s ongoing commitment to advance a circular economy, which includes pre-competitive collaborations with other members of the Ellen MacArthur Foundation and circular design training, led by global design firm IDEO, for its design, development, global brand and supply chain teams.

CLOSE TO VIEW ARTICLE x

You have 3 articles left to view this month.

Your 3 Free Articles Per Month Goes Very Quickly!
Get a 3 month Premium Membership to
The Licensing Letter for just $147!

Sign up now and get unlimited access to all articles, archives, and tools for The Licensing Letter!

Close

EMAIL ADDRESS


PASSWORD
EMAIL ADDRESS

FIRST NAME

LAST NAME

TITLE

COMPANY

PHONE

Try Premium Membership

(-000tll-)
()