MGA Entertainment has confirmed that its partnership with TerraCycle to allow and assist consumers to recycle all LOL Surprise products will roll out on a global scale, with a planned launch for the UK this July.
The partnership was revealed earlier this year in a move by MGA Entertainment to step up its sustainability efforts. The free programme has now officially launched in the US, and will hit the UK next.
The LOL Surprise recycling programme with TerraCycle allows fans to send all LOL Surprise packaging and products to a source that ensures all items are properly disposed of and recycled. Consumers simply need to sign up, print the shipping label and then fill a shipping box with waste packaging and send off to be recycled.
“TerraCycle is a leader in this field and we are excited to partner with them as we continually look to push for more sustainable and environmentally friendlier products,” said Isaac Larian, CEO and founder of MGA Entertainment.
“Our new partnership with TerraCycle is one example of our commitment to leaving a healthier planet for kids – this initiative will cost MGA, but it’s worth it. We are also working on and testing other sustainable initiatives to take this even further. I hope other leaders in the toy industry will follow suit.”
Tom Szaky, TerraCycle’s founder and CEO, added: “MGA Entertainment is a great partner, and one that is truly dedicated to making products consumers love, while also taking responsibility for preserving the environment.
“By encouraging future generations to rethink what is waste, together we are making it simple for consumers to have a positive impact on the environment for future generations.”