Mattel’s Matchbox brand aims to be 100 per cent eco-friendly with Drive Towards a Better Future campaign launch

Mattel has taken its commitment to sustainability into the die-cast vehicles space, with the launch of its Drive Toward a Better Future campaign to make all Matchbox cars, play-sets, and packaging from 100 per cent recycled, recyclable, or bio-based plastic.

Featuring innovative electric vehicles and environments that model the real world, the toys are designed to engage kids in a greener future of driving. The commitment supports Mattel’s goal to achieve 100 per cent recycled, recyclable or bio-based plastic materials across both its products and packaging by 2030.

To illustrate these principles, the brand is unveiling the Matchbox Tesla Roadster, its first die-cast vehicle made from 99 per cent recycled materials and certified Carbon Neutral.

Built from 62.1 per cent recycled zinc, one per cent stainless steel, and 36.9 per cent recycled plastic, the Matchbox Tesla Roadster will be available in 2022.

Meanwhile, the re-imagined broader Matchbox brand includes new product lines and packaging that Mattel states feature more environmentally friendly and innovative materials across its vehicles, play-sets, and packaging; enhanced consumer recycling through design and package labeling, and e-vehicle produc offerings and e-vehicle chargers in fuel station play-sets to promote eco-friendly play.

“Since the inception of the modern-day die-cast car nearly 70 years ago, Matchbox has been using design and innovation to connect kids with the real world around them through play,” said Roberto Stanichi, global head of vehicles at Mattel.

“Matchbox is committing to using 100 per cent recycled, recyclable or bio-based plastic materials to do our part in addressing the environmental issues we face today, and empower the next generation of Matchbox fans to help steer us towards a sustainable future.”

Fans will see the brand’s commitment realised through products with zero-plastic packaging, using Forest Stewardship Council (FSC)-certified content in the paper and wood fiber, on shelf starting now.

The first die-cast to have zero-plastic packaging includes the popular Matchbox Power Grabs assortment featuring a variety of licensed and original 1:64 scale Matchbox die-cast vehicles. An EV-themed five-pack is available this Spring with a paper foam inner tray. The Electric Vehicle and Hybrid five car assortment includes the Nissan Leaf, Toyota Prius and BMWs i3 and i8 die-casts. 

Elsewhere, electric vehicle charging stations will feature in two Action Drivers play-sets this year.

In addition to introducing zero-plastic packaging, the brand is promoting proper recycling and waste recovery. Designed for recyclability with recyclable parts, electronics in play-sets are consolidated into a single, easily removable module to help make the local e-waste recycling process easier.

‘How 2 Recycle’ labeling will also guide consumers on the proper disposal of packaging materials. The brand is also exploring ways to reduce energy use, carbon emissions and waste in operations, while delivering the same standard of excellence across Matchbox products.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, 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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