Mattel’s Mega brand, the company’s popular construction toy arm, is launching a new environmentally sustainable, bio-based plastics line.
As part of the move, Mega Bloks will now feature three pre-school building sets in Polar Friends, Safari Friends, and Woodland Friends, all of which will be made from bio-based resins. The building sets have Forest Stewardship Council (FSC) certified packaging that is fully recyclable.
The Mega announcement is the second product that Mattel has introduced as part of its goal to achieve 100 per cent recycled, recyclable or bio-based plastics materials in both its products and packaging by 2030. This new goal expands the Company’s Environmental Sustainable Sourcing Principles that were announced in 2011.
The Company now sources 93 per cent of the paper and wood fibre used in its packaging and products from recycled or Forest Stewardship Council (FSC) content, surpassing its 2018 goal of 90 per cent.
“Environmental sustainability is not only a top corporate priority, it is equally important for all of our iconic and generational brands,” said Richard Dickson, president and COO of Mattel.
“Mega’s first product was the Bloks so it is perfect way to begin their sustainability journey. It is an exciting day for Mattel and Mega.”
Bisma Ansari, SVP of Mega, added: “Creating a more sustainable world is important to our team, our company and our consumers, and our first construction line made completely of bio-based plastics is an example of this.
“Our Bloks are the defining product for the Mega brand, so this next step in innovation allows us to make an impact on the planet by creating high quality, sustainable products we know families love.”
The first retailer to market the line in Europe will be Argos and Sainsbury’s in the UK. Sainsbury’s is one of the UK’s leading retailers which acquired multi-channel retailer Argos in 2016. Argos will launch the new building sets as part of its January 2020 catalogue. Amazon Europe is launching a pre-sale of the product in Germany, France, Italy and Spain.
Andrew Hartley, buying manager for toys at Sainsbury’s Argos, explained: “We are delighted to be the first UK retailer to offer this innovative product. We know sustainability is an increasingly important consideration for our customers so being able to exclusively launch the new Mega range in the UK is a really exciting step as we continue to respond to consumer demand.”