Mattel has underlined its commitment to sustainability with a statement to ensure both its products and packaging are 100 per cent recycled, recyclable, or made from bio-based plastics by 2030.
As part of the commitment, Mattel will launch an environmentally sustainable version of its Fisher-Price Rock-a-Stack in the first half of next year.
The product will be made from sugarcane-based polythene plastic and will be packed in 100 per cent recycled or sustainably sourced material.
Mattel chairman and CEO Ynon Kreiz, said: “Environmental sustainability is a corporate priority at Mattel and creating sustainable products and packaging is an important part of our commitment to the planet.
“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.”
Mattel established an Environmental Sustainability Council earlier this year. It enhances Mattel’s Environmental Sustainable Sourcing Principles that it announced back in 2011.
The council consists of a cross-functional team focused on ensuring the company’s commitment to sustainability.
Mattel president and COO, Richard Dickson, said: “Innovation is part of our DNA and it is central to our work in environmental sustainability.”