Mattel launches Barbie Loves the Ocean, its first range made from recycled plastic

Published on: 10th June 2021

Mattel has taken its latest step forwards in its mission for better sustainability across its product portfolio, with the launch of Barbie Loves the Ocean, its first fashion doll line to be made from recycled plastic.

The launch is in line with the toymaker’s goal to achieve 100 per cent recycled, recyclable, or bio-based plastic materials across all of its products and packaging by 2030.

This Barbie launch is another addition to Mattel’s growing portfolio of purpose-driven brands that inspire environmental consciousness with our consumer as a key focus,” said Richard Dickson, president and chief operating officer, Mattel.

“At Mattel, we empower the next generation to explore the wonder of childhood and reach their full potential. We take this responsibility seriously and are continuing to do our part to ensure kids can inherit a world that’s full of potential, too.”

The Barbie Loves the Ocean Collection features three dolls whose bodies are made from 90 per cent recycled ocean-bound plastic parts and an accompanying Beach Shack play-set with accessories made from over 90 per cent recycled plastic.

Mattel has also outlined the Barbie brand’s future-looking dedication to utilising its global platform to create a ‘better world for kids everywhere’ by focusing on diversity and inclusion, equal opportunities, and now sustainability, via its Barbie Loves the Ocean Collection as well as its Forest Stewardship Council goal to achieve 95 per cent recycled or FSC-certified paper and wood fiber materials in its packaging by the end of the year.

The activity is all being housed under a new campaign from the brand titled The Future of Pink is Green. Launching in partnership with BBH LA, the campaign will leverage the brand’s historic association with pink – as well as the association of green with protecting the planet – to communicate Mattel’s next steps in its sustainability goals.

“Our 62-year legacy is steeped in evolution, as we consistently drive forward initiatives designed to better reflect the world kids see around them. Barbie Loves the Ocean is a prime example of sustainable innovations we’ll make as part of creating a future environment where kids can thrive,” said Lisa McKnight, senior vice president and global head of Barbie and Dolls, Mattel.

“We are passionate about leveraging the scope and reach of our global platform to inspire kids to be a part of the change they want to see in the world.”

The Barbie programme is one of a number of launches supporting Mattel’s corporate goal to use 100 per cent recycled, recyclable or bio-based plastic materials in all products and packaging by 2030.

Other efforts include the recently launched Mattel PlayBack, a toy takeback program designed to recover and reuse materials from old Mattel toys for future Mattel products and Drive Toward a Better Future, Mattel’s product roadmap to make all Matchbox die-cast cars, play-sets and packaging with 100 per cent recycled, recyclable or bio-based plastic materials by 2030.

Last year, Mattel also introduced several toys that ladder up to this commitment including the Fisher-Price Rock-a-Stack and Fisher-Price Baby’s First Blocks, made from bio-based plastics, three MEGA Bloks sets made from bio-based plastics, and UNO Nothin’ But Paper, the first fully recyclable UNO deck without cellophane packing materials.


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