Products of change. News

Mattel introduces first carbon neutral toy line, MEGA BLOKS Green Town

Mon 04 Apr 2022 | 10:05 am GMT
Rob Hutchins | Products of Change Writer

MEGA BLOKS Green Town promotes greener play patterns while using more sustainable materials

The global toy maker, Mattel has expanded it sustainable product offering with the debut of the first toy line available at mass retail to be certified carbon neutral. Called MEGA BLOKS Green Town, each play-set within the range is made from a minimum of 56 per cent plant-based materials and a minimum of 26 per cent International Sustainability and Carbon Certification certified bio-circular plastics. Part of the firm’s popular preschool construction brand MEGA BLOKS, each product – such as the Build and Learn Eco House and the Grow and Protect Farm – has been certified carbon neutral by Natural Capital Partners, an expert on carbon neutrality and climate finance. To achieve its carbon neutral certification, MEGA purchased carbon offsets (less than 500 metric tons of carbon dioxide equivalents) from the Darkwood Forests Conservation project in Canada. Meanwhile, packaging across the range is created with 100 per cent Forest Stewardship Council certified paper or paperboard, as well as soy-based inks and water-based varnishes to enhance recyclability. Each set is designed to help teach green behaviours through play patterns, like waste sorting, using electric transport, protecting honey bees, and choosing renewable energy sources. The Green Town building sets are available for pre-order on Amazon and have achieved the online giant’s Climate Pledge Friendly label. This is, however, just part of the toy maker’s latest endeavour to bring better sustainable measures to the toy space, landing alongside the launch of new Matchbox lines that too  boast new sustainable credentials. Last year, Matchbox detailed its Driving Toward a Better Future initiative, a 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. The plan was launched in line with Mattel’s mission to achieve 100 per cent recycled, recyclable, or bio-based plastic materials in all its products and packaging by the same year.
The Matchbox Recycling Truck uses recycled materials and promotes green practices in the real world
Illustrating these principles, Mattel is now releasing the Matchbox Tesla Roadster, its first die-cast vehicle made from 99 per cent recycled materials and certified carbon neutral. The Tesla model is now available as a pre-sale item on Mattel Creations. Meanwhilke, the Matchbox brand is continuing to promote greener play patterns with the launch of new electric vehicle die-cast multi-packs featuring an expanded assortment of EVs from brands like BMW, Nissan, Honda, and more. The brand is also launching a new Recycling Truck made from 80 per cent ISCC-certified bio-circular plastic, Popular Action Drivers playsets using at least 40 per cent ISCC certified bio-circular plastic, and a host of other products designed for better recyclability such as the incorporation of easy-to-remove and recycle e-waste electronics in all Action Drivers playsets. “At Mattel, we are focused on developing innovative products and packaging that are better for our planet by integrating more sustainable materials and principles of product stewardship and circular design,” said Pamela Gill-Alabaster, head of global sustainability at Mattel. “These new products from MEGAS and Matchbox demonstrate our commitment to our 2030 goal to achieve 100 per cent recycled, recyclable or bio-based plastic materials in all our products and packaging and to creating a more sustainable future for the next generation.” Mattel is incorporating certified renewable polymers from SABIC’s TRUCIRCLE programme across its product offerings, starting with MEGA Bloks Green Town and select Matchbox products. In doing so, Mattel has become the first toy company to work with SABIC, a recognised name in the chemicals industry, in a mass balance approach. MEGA and Matchbox are also part of Mattel PlayBack, a toy takeback programme launched in the US, Canada, France, Germany, and the UK in 2021 and designed to recover and reuse valuable materials from old Mattel toys. Other Mattel products to have launched in accordance with Mattel’s mission to use 100 per cent recycled, recyclable, or bio-based plastic materials in all products and packaging by 2030, include Barbie Loves the Ocean – its first fashion doll line made from recycled ocean-bound plastic, Fisher-Price Rock-a-Stack and Fisher-Price Baby’s First Blocks - made from bio-based plastics, UNO Nothin’ But Paper – the first fully recyclable UNO deck without cellophane packaging materials, and three previously-released MEGA Bloks sets made from bio-based plastics.
related articles
Melissa & Doug commits to planting 10 million trees by 2030 with One Tree Planted

The team is expanding its partnership with One Tree Planted. The programme’s projects focus on regenerative forestry in areas impacted by forest fires, floods, and climate change.

Read More

Tue 19 Apr 2022 | 01:05 pm GMT

Toy Industries of Europe reveals 2021 Play for Change Awards finalists

Returning for the second year running, the 2021 Play for Change Awards were launched to recognise the innovation and development across sustainability, empowerment, and future skills within the toy space.

Read More

Thu 30 Sep 2021 | 09:49 am GMT

EcoSplat celebrates successful first year replacing single-use water balloons

The New Zealand outfit - the first launch from the sustainable toy company, Sustained Fun - is on a mission to overhaul the toy industry by ending single-use.

Read More

Tue 19 Apr 2022 | 12:34 pm GMT

Playing for the future | Adventerra Games is breaking down the barriers to eco-education

With already more than 75 award wins to its name, Adventerra Games is only just getting started on its mission to overhaul education and teach children the values of environmentalism through fun and play.

Read More

Tue 30 Nov 2021 | 12:31 pm GMT

Most read stories
Sustainable Apparel Coalition hits pause on consumer-facing transparency programme for 'urgent review' of its MSI

The trade group has paused use of the LCA after a report by the Norwegian Consumer Authority (NCA) raised concerns over greenwashing and the misleading of consumers

Read More

Tue 28 Jun 2022 | 11:26 am GMT

Sleeping earthed | Dreamtex talks ground-breaking sustainability and why its backing SiLC 22 this year

Dreamtex is among the keenest pioneers of sustainable licensed bedding and an industry-leading sponsor of this year's Sustainability in Licensing Conference.

Read More

Wed 06 Apr 2022 | 01:11 pm GMT

Meet Flowhaven; the licensing solutions business "invested in making the world better"

In the last six years, Flowhaven has grown its business of 'helping people discover a brighter world of licensing' at a phenomenal rate. Today, the team is amplifying its attention…

Read More

Wed 02 Feb 2022 | 04:35 pm GMT

Environment is top concern among teens

Latest data from the Insights Family shows that aside from coronavirus, the environment is the number one concern among teens in France, Germany, Italy and Spain.

Read More

Tue 27 Apr 2021 | 08:23 am GMT

Decathlon launches ski and active wear rental collection with Hirestreet

The sports and active wear retailer, Decathlon is making moves in the circular space, having become the first retailer in the sector to offer a clothing rental service for customers.

Read More

Mon 24 Jan 2022 | 10:28 am GMT

Brand Licensing Europe 2022 reveals its full September schedule

A new sustainability and diversity programme will take place on September 22 to spotlight new and diverse brands and voices making their mark on the licensing sector.

Read More

Wed 15 Jun 2022 | 10:18 am GMT

CES 2022 | Dayrize lands in Las Vegas to showcase latest consumer products impact tech

Dayrize’s new environmental impact assessment technology uses complex algorithms combined with geospatial mapping to assess the environmental impact of any consumer product.

Read More

Thu 06 Jan 2022 | 09:55 am GMT

Packaging top priority for Tesco

Packaging must be the best it can at all stages of its life, from being sustainably sourced, through to recyclable or reused at the end of its life.

Read More

Tue 22 Jun 2021 | 07:24 am GMT