MGA Entertainment has secured a new partnership with Terracycle to make it easier for fans to recycle LOL Surprise packaging.
Fans can now save all of their packaging, including wrappers, bags, balls, trays and more by placing them in a cardboard box. Parents can then visit the Terracycle website to request a secure shipping label to have their LOL Surprise packages recycled.
The initiative will kick off this May across the US and will roll out on an international scale later this year.
The partnership was revealed on March 18th, coinciding with Global Recycling Day and was launched with the promise from MGA Entertainment’s CEO Isaac Larian, that “soon all of MGA products and packaging will be recyclable.”
In a tweet, Larian stated: “Excited to announce our partnership with Terracycle to make it even easier for fans to recycle LOL Surprise packaging. Simple and easy – fans will collect their packaging and product assets in a cardboard box from home.”
Larian and MGA’s LOL Surprise brand had been the focus of an underground lobbying against its use of plastic packaging. The firm’s response comes at a time of heightened awareness around sustainability – particularly with the rise of blind-bagged collectables.
In the US, the Toy Association launched the Smart Packaging Initiative Tool in an effort to help toy makers develop more sustainable and eco-friendly packaging.