Hasbro has launched its latest initiative to achieve sustainability in the toy space with the launch of a toy and game recycling pilot programme with TerraCycle.
During the pilot programme, consumers can collect and send their pre-owned Hasbro toys and games to TerraCycle, who will recycle them into materials that can be used in the building of play spaces, flower pots, park benches and more.
Hasbro is currently piloting the scheme across the US.
In honour of Earth Day, consumers in the contiguous US can visit Hasbrotoyrecycling.com to sign up for the free recycling pilot programme, starting April 16 this year.
Once participants sign up, they can collect and box up their toys and games, print out free shipping label and send their box to TerraCycle, who will sort and recycle the products.
The pilot programme is open to all Hasbro toys and games, including face-to-face games, plastic and electronic toys, action figures, dolls, plush and more.
“We are excited to launch the Hasbro Toy Recycling pilot programme because it aligns so well with our purpose to make the world a better place for children and their families,” said John Frascotti, president, Hasbro.
“As a company, we know consumers share our commitment to taking care of our planet for future generations, and we see this as an exciting step in our sustainability journey.”
Tom Szaky, CEO of TerraCycle, added: “Hasbro’s toy recycling programme is the first brand-sponsored national recycling programme in the industry, and we are proud to partner with the passionate team at Hasbro to offer consumers a simple, sustainable solution for recycling their well-loved toys and games.
“Our expertise in product recycling is a great fit for a company like Hasbro that is committed to reducing the environmental impact of their products throughout its lifecycle, including end of life.”
The new programme builds upon Hasbro’s commitment to environmental sustainability. Through Hasbro’s Sustainability Center of Excellence, the firm strives to reduce its carbon footprint and improve its environmental performance across every aspect of its business.
Earlier this year, Hasbro detailed that it will begin using plant-based bio-polyethylene terephthalate for blister packs and plastic windows in its product packaging starting in 2019.
Additional actions include eliminating wire ties in 2010, replacing polyvinyl chloride with PET in 2013, and achieving 90 per cent recycled or sustainably-sourced paper for packaging and in-box content in 2015.
In 2017, Hasbro adopted How2Recycle labelling on packaging for US and Canada, helping to provide clear on-package recycling guidance to consumers.
The company is pursuing a set of environmental goals for 2025 including reducing waste landfill by 50 per cent, reduce water consumption by 15 per cent, reduce energy consumption by 20 per cent and reduce greenhouse gas emissions by 20 per cent.