Mattel has outlined its new Sustainable Sourcing Principles. The toy maker wants 70 per cent of its paper packaging to be composed of recycled material or sustainable fiber by the end of 2011, increasing to 85 per cent by the end of 2015.
Lisa Marie Bongiovanni, vice president of corporate affairs at Mattel, oversees the company's sustainability initiatives. She said: "We are committed to advancing the use of sustainably sourced paper and wood fiber across our business, beginning with packaging.
"In developing these sourcing principles and setting goals, we applied a thoughtful and rigorous approach in evaluating our supply chain and identifying meaningful opportunities for continuous improvement."
When researching its sustainable sourcing principles Mattel sought input from stakeholders throughout its supply chain and the environmental community.
Bongiovanni added that Mattel "will take steps to encourage its suppliers to pursue appropriate chain of custody certification for their own operations."