The global toy company has surpassed its earlier goal of achieving and maintaining recycled or FSC-certified content in its products and packaging. Amongst a number of nature-positive moves, Mattel has also launched a reforestation Tree Equity partnership with American Forests aimed at addressing tree inequity in Los Angeles.
October 27, 2021
Mattel, a globally leading toy company, has surpassed its previously set goal of achieving and maintaining 95 percent recycled or FSC-certified content in the paper and wood fiber used in its products and packaging.
With its major focus on maximising post-consumer recycled content and seeking to increase the percentage of fiber certified by a credible third party, the global toy company has achieved to source 97 percent recycled or FSC-certified content used in products and packaging in 2020. The assertion has been confirmed by the Rainforest Alliance. The Rainforest Alliance audits the annual share of paper packaging and wood fiber use by source, volume, and type of the toy company.
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About the recently achieved milestone, Pamela Gill-Alabaster, Head of Global Sustainability for Mattel, maintains, “Responsible and sustainable sourcing is a critical component of our updated ESG strategy, and Mattel packaging teams implement various eco-design and circular economy principles in the development of our products and packaging.”
In acknowledgment of the recent achievement, the company has been recognized by the FSC with a 2021 Leadership Award for its excellence in the use of FSC-certified products and sincere commitment to responsible forest management.
Mattel has also launched a reforestation Tree Equity partnership with American Forests aimed at addressing tree inequity in Los Angeles, near the Company’s headquarters. This partnership program with American Forests is a nature-positive move.
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In June this year, Mattel launched ‘Barbie Loves the Ocean’, its first fashion doll line made from recycled ocean-bound plastic. In addition, the ‘Drive Toward a Better Future’ program – a product roadmap to make all Matchbox die-cast cars, playsets, and packaging with 100 percent recycled, recyclable, or bio-based plastic materials by 2030. The Company also launched the Mattel PlayBack program which is initiated to recover and reuse materials from old Mattel toys.