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

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.

Signature Publishing trials plastic-free packaging for Transformers Rescue Bots magazine this month

Signature Publishing Ltd is trialling its first plastic-free packaging for the collectable toy figurines it includes with a number of its most popular children’s magazine titles.

In the firm’s mission to ‘lead the way in the children’s magazine aisle,’ Signature Publishing has introduced the trial concept to its latest issue of the Transformers Rescue Bots Academy magazine, packaging its robot figurine in a plastic-free and recyclable window box.

“As a dynamic independent specialist Children’s publishing company, we are perfectly placed to react quickly to develop and implement highly creative solutions and deliver to market,” said Holly Tarrant, senior publishing manager.

“With the majority of our products sold in-store, captivating packaging that shows off the product is key, and therefore it’s been very rewarding to meet the challenge we’ve set ourselves to rethink the traditional blister packs.

“This plastic-free window box has been developed to hold the product safely and securely while still clearly displaying the quality figurine inside.”

Signature Publishing has outlined its renewed focus on sustainable packaging and in addition to the trial of the new packagign concept, it has confirmed that all packaging it produces is now recyclable, while PCW recycled content is being introduced where possible.

Transformers Rescue Bots Academy magazine is a monthly magazine priced at £4.49. The latest issue will be available nationwide from April 16th.

Waitrose bans kids’ magazines with ‘pointless plastic’ free toys in fight against pollution

Waitrose has confirmed that it will no longer sell children’s magazines with plastic disposable toys in a move to help combat the issue of pollution and plastic waste.

The retailer’s decision was inspired by a campaign launched by the ten year old Skye from Gwynedd, who has made it a mission to persuade publishers to stop giving away the disposable toys in magazines.

Waitrose has backed the cause, stating that the plastic toys, often used as incentives for children and parents to purchase the magazine, have a short lifespan and cannot easily be recycled. Over the next eight weeks, it will be removing magazines containing the free toys from its shelves.

The grocer is urging publishers to replace the ‘pointless plastic’ with sustainable alternatives and the ban will not include educational or reusable craft items which are designed to be used multiple times, such as colouring pens and pencils, and collectable models.

Speaking with the BBC, ten year old Skye – who’s campaign inspired the move – said: “I’m really pleased so many people have agreed with me and supported my petition – I want to thank everyone who has signed and shared my campaign to ban plastics from comics and magazines.

“Thank you to Waitrose for agreeing with us and no longer selling the unwanted plastic tat.

“I hope all retailers can do the same and then the publishers will realise this is not acceptable anymore. We really like the magazines – we just don’t want or need the plastic packaging or the cheap plastic toys.”

Marija Rompani, partner and director of sustainability and ethics at Waitrose, said: “While we know these magazines are popular with children, some of the unnecessary plastic attached to them has become really excessive.

“Many in the younger generation really care about the planet and are the ones inheriting the problem of plastic pollution. We urge publishers to find alternatives, and other retailers to follow our lead in ending the pointless plastic that comes with children’s magazines.”

The retailer has written to magazine distributors giving them eight weeks’ notice of the policy, asking for alternatives to plastic toys and warning that they will not sell copies which contain the disposable items.

Campaigners for better sustainability measures within the children’s entertainment space has acknowledged the impact the decision may have on some publishers, but state that this is a ‘necessary step in tackling the issue of plastic waste.’

Trudi Bishop, a campaigner and columnist for ToyNews, said: “All publishers need to stop and believe in their content and not rely on cheap, nasty plastic marketing toys to sell what are great magazines.”

McDonald’s to scrap plastic toys from Happy Meals by 2021

McDonald’s has joined the fight against plastic waste having detailed plans to remove plastic toys from its Happy Meals from 2021.

In a press release, the company stated that from next year every Happy Meal in the UK will include either a soft toy, a paper-based toy or a book, as opposed to a toy made from non-recyclable plastic.

McDonald’s went on to state that the initiative will remove more than 3,000 metric tons of plastic from its business. It also marks the biggest reduction of plastic by McDonald’s UK and Ireland to date.

“We care passionately about the environment and are committed to reducing plastic across our business including within our Happy Meal,” said Gareth Helm, senior vice president and chief marketing officer of McDonald’s UK and Ireland.

“Families have high expectations of us and we’re working as hard as we can to give them the confidence that their Happy Meal is as sustainable as possible. Getting that right is a big responsibility, but we believe the changes we’re making today have the potential to make a big difference.”

From this month, McDonald’s is going to trial paper packaging for Happy Meals toys, the first time this has been done by the restaurant in the UK. From August, paper packaging will be used to wrap books in Happy Meals, a move which will help remove 200 tonnes of plastic from the business by 2021.

Later this year, McDonald’s will give customers the options to choose between a toy or a book with Happy Meals before it carries out a five week toy amnesty across the nation, asking for customers to return any unwanted plastic toys to restaurants.

The company will then recycle the plastic from the returned items to create play equipment for Ronald McDonald House Charities in the UK and Ireland.