For toy giant Mattel, the Barbie doll has always been a trendsetter. Now the company is obviously more focused on sustainability and accordingly presented the first Barbie made from recycled plastic at the “Green Tech Festival” in Berlin.
Unique in its industry, Mattel is present at the Greentech Festival in Berlin with its Barbie Loves the Ocean line, the first fashion doll collection made from recycled, ocean-bound plastic, showcasing Barbie's sustainability advancements. For the doll, this means that the plastic parts are 90 percent plastic that is obtained within 50 kilometers of waterways in areas without official waste collection.
Mattel: Sustainability goals until 2030
As the world's leading toy company, Mattel aims to contribute to a more diverse, equitable, inclusive and sustainable future and empower the next generation to discover the wonder of childhood and fulfill its potential. In this context, Mattel has set itself the sustainable goal of making products and packaging from 2030 percent recycled, recyclable or bio-based plastics by 100.
Mattel is committed to these values and, above all, to an environmentally friendly future with one of its most popular toy brands: Barbie! Visitors to the current Greentech Festival in Berlin can find out exactly how. For this purpose, people, organizations and companies from all over the world come together to discuss and promote ways out of the climate crisis under the motto #celebratechange. Mattel is the only toy manufacturer to have its own stand on site.
At the Booth, Mattel is showing the principle behind its Barbie Loves the Ocean doll line, which was launched in 2021, in an exciting and vivid way. The line's dolls are made from 90 percent recycled Ocean Bound plastic, which is sourced within 50 km of waterways in areas without official garbage collection.
To illustrate how a Barbie is made from Ocean Bound plastic, Mattel has set up a kind of large hourglass on the stand. In the upper part there is plastic that flows as granules into the lower part, where the recycled Barbies are also on display. The individual steps in the value-added process are also clearly presented in showcases.
With our Barbie Loves the Ocean line, we are the first toy company to launch a product made from recycled Ocean Bound plastic. We are proud to be the only representative of our industry to be able to attend the Greentech Festival. Here we can clearly show that responsibility begins in the children's room and that even the youngest can learn about environmental and marine protection in a playful way," says Sebastian Trischler, Country Manager at Mattel Germany.
Mattel is also working with Barbie to protect the planet with the accompanying campaign “The future of pink is green”. The campaign uses the color pink's iconic association with the Barbie brand and green's association with protecting the planet to communicate the next step towards a greener future. This is to educate fans of all ages about the importance of sustainability at Mattel. Of course, values such as diversity, inclusion and awareness of sustainability at Mattel are not only carried externally, but also lived internally.
Mattel is pursuing an overarching corporate goal in the area of sustainability: by 2030, only 100 percent recycled, recyclable or bio-based plastic materials should be used in both products and packaging. Other efforts include the PlayBack toy recycling program launched in 2021. It aims to recover and reuse materials and raw materials from old Mattel toys for future Mattel products. Also in 2020, Mattel introduced several toys that live up to this commitment - including the Fisher-Price Color Ring Pyramid and Fisher-Price Baby's First Building Blocks, as well as three MEGA Bloks® sets made from bio-based plastics and UNO 100 percent paper, the first fully recyclable UNO game without cellophane packaging material.
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Barbie GWX93 - Ken doll with wheelchair and ramp, dressed in... * |
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