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‘Ocean Loving’ Barbies Made From Ocean-Bound Plastic

In its ongoing drive to become more sustainable, toy giant Mattel is launching a new line of Barbie dolls made from plastic that otherwise could become ocean waste.

Appropriately named the Barbie Loves the Ocean collection with a summer fun theme, the collection will initially include three dolls, a beach shack play set and a starter assortment play set.

To make the program happen, Mattel is partnering with  plastics recycling company Envision Plastics, a major recycler of HDPE products, and the material will be sourced from areas in Mexico’s Baja peninsula that are trying to mitigate plastic waste pollution.

“Our sustainability efforts represent the next step in Barbie’s social mission and evolution,” Lisa McKnight, senior vice president at Mattel (MAT) and global head of the company’s Barbie and Dolls portfolio, told CNN Business. “To truly show the next generation they can be anything, we must do our part in protecting the planet, reducing our environmental impact, and promoting sustainable everyday behaviors,” she added.
As reported earlier by The Licensing Letter, this is just the latest in a series of new programs by Mattel to lower the environmental impact of toys. Mattel previously announced its Play Back program, which will allow consumers to return toys so they can be completely recycled. Last month, Mattel also announced the first Matchbox toy car to be both recyclable and a net zero carbon product, which took the form of a Tesla Roadster.
Barbie has long been among Mattel’s most popular toy lines, so the new recycling program is significant, and falls in line with the company’s goal to using 100% recycled, recyclable or bio-based plastic materials across all of its products and packaging by 2030.

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