Mattel Inc., a toy manufacturer based in El Segundo, California, recently launched Barbie Loves the Ocean, the company’s first fashion doll line made from recycled ocean-bound plastics. The launch is part of the company’s sustainability goal to achieve 100 percent recycled, recyclable or bio-based plastic materials across all 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,” says Richard Dickson, president and COO of 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 collection includes three dolls whose bodies are made from 90 percent recycled ocean-bound plastic parts. The collection also includes an accompanying beach shack playset and accessories, made from more than 90 percent recycled plastic.
According to a news release from the company, the plastic is sourced within 50 kilometers of waterways in areas lacking formal waste collection systems.
The Barbie program is one of many launches supporting Mattel’s corporate goal to use 100 percent 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. The company also launched the Drive Toward a Better Future, Mattel’s product roadmap to make all Matchbox die-cast cars, playsets and packaging with 100 percent recycled, recyclable or bio-based plastic materials by 2030.