Mattel wants your old Barbie dolls, matchbox cars, and mega building blocks – so it can save them from landfill and recycle to make new ones.
In what is being billed as an eco-friendly new strategy, the toy giant said a pilot program is being launched on Monday, which aims to recycle 100 percent of all its toys and bio-based plastics, including its packaging, by 2030 To convert into content.
Consumers who participate in the program, called Mattel Playback, download a free shipping label on the company’s website, pack their toys and ship it to Mattel.
“The Mattel playback program helps parents and caregivers ensure that content remains in play,” Pamela Gill-Alabaster, head of the company, said in a statement, “and out of the landfill, these materials For the purpose of reuse as recycled materials in the new. Toys. “
The program, which initially only used Barbies, matchbox cars and MEGA building blocks, is being launched in the US and Canada, but it is planned to roll out in Europe as well.
Last year, the El Segundo, California.-based company made several toys from recycled or bio-based plastic materials, including the Fisher-Price Rock-A-Stack and its UNO card deck, which was not the first game of cellophane packing material. Come with.
During the epidemic, there was a huge boom for Mattel, especially with Barbie, in the midst of record demand for toys for Barbie. Barbie sales were up 87 percent in the most recent quarter, the company reported in April, when toy sales usually ceased after the holiday break.
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