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MGA Entertainment sets company-wide sustainability objective for 2025

A new bio-degradable ball will be the focal point of MGA Entertainment’s latest sustainability push for its popular LOL Surprise, delivering on a promise made by the company’s CEO Isaac Larian back in 2019, and a subsequent move to make achieving sustainability a ‘personal mission.’

The reveal was made in the lead up to this year’s New York Toy Fair, where the company also unveiled a new product line from its Little Tikes brand, which is made entirely from post-consumer and post-industrial resin.

MGA is now manufacturing products and packaging with a new patent-pending compound that facilitates the degradation of plastic in landfill conditions.

“I have assembled an in-house team that is 100 per cent focused on identifying the best innovative and eco-friendly options to use in our toys,” said Isaac Larian, CEO and founder of MGA Entertainment. “We now have a degradable LOL Surprise ball and a Little Tikes “Go Green” product line.

“Sustainability is a personal priority and a MGAE commitment. We will have product at retail this fall.”

Earlier this year, MGA extended its LOL Surprise partnership with TerraCycle, an innovative waste management company with a mission to eliminate the idea of waste, last month adding nine new countries to the programme.

Further to this, from this summer, all LOL Surprise accessory bags will be paper based, and any packaging made from resin will be degradable and include new compound.

Larian added: “Beginning 2021, the entire LOL Surprise! packaging line will be completely degradable.”

From the parent-trusted brand, Little Tikes, has a new Go Green product line. The line which is created entirely from post-consumer and post-industrial resin now includes a new patent-pending compound, making the products recyclable and more degradable in landfill conditions.

The Go Green line will launch with four products and will continue to evolve and incorporate other Little Tikes items throughout 2020 and beyond. The products will have a new and different logo, but the quality and durability of products that parents and kids have enjoyed for generations will remain the same.

The Go Green products will be available at retail beginning Earth Day.

Larian concluded: “Beginning 2025, MGAE will only manufacture products that will degrade when disposed of properly.”

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