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Toys & Sustainability: Mattel announces ambitious new environmental goals

Posted at 1:17 PM, Dec 18, 2019

EL SEGUNDO, CA (WKBW) — A leading name in children's toys is unveiling some ambitious new environmental goals.

On Wednesday, Mattelannounced its goal to achieve 100% recycled or bio-based plastic materials in all of its products and packaging by 2030.

In the first half of 2020, company leaders say they will debut its first product that meets these goals. Moving forward, the iconic Fisher-Price "Rock-a-Stack" toy will be made from sugar-cane based plastics and packaged in 100% recycled of sustainably sourced material.

“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 in a news release issued on Wednesday. “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.”

“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.”