Hasbro rolls its TerraCycle toy recycling programme out to France and Germany

Hasbro has expanded its toy and game recycling programme, in which used toys are turned into materials for play spaces, plant pots and park benches, to France and Germany with further plans to launch in Brazil later this year.

The move marks an extension of its ongoing partnership with TerraCycle, a global practitioner in product recycling. The partnership was first put in place in the US in 2018.

“Since launching the Hasbro Toy Recycling Program in the US in 2018, we’ve been planning to expand into additional markets to offer more consumers around the world a sustainable solution for recycling their well-loved toys and games,” said John Frascotti, president and chief operating officer, Hasbro.

“We deeply believe in taking care of our planet for future generations, and we see this expansion as the next step in our sustainability journey.”

Similar to the US programme, once participants in France and Germany sign up, they can collect and box up their toys and games, print out a free shipping label and send their box to TerraCycle, who will sort and recycle the products.

Consumers in France can also bring toys and games to participating Picwic locations. The programme is open to all Hasbro toys and games, including face-to-face games, toys, action figures, dolls, plush, and more.

“We want our consumers to know when they choose Hasbro toys and games, they can feel good that our products are of the highest quality, responsibly made, and recyclable through TerraCycle,” said Kathrin Belliveau, senior vice president of Global Government, Regulatory Affairs and Corporate Social Responsibility, Hasbro.

This current programme builds upon Hasbro’s commitment to environmental sustainability. Through Hasbro’s Sustainability Center of Excellence, the Company strives to reduce its carbon footprint and improve its environmental performance across every aspect of its business.

Hasbro currently focuses these environmental efforts in three key areas, namely reducing the environmental impacts of products and packaging, partnering with vendors to source and distribute Hasbro products in an environmentally conscious way, and minimising the environmental footprint of operations.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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