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MGA Entertainment is swapping out plastic from its LOL Surprise packaging

Tue 19 Apr 2022 | 10:04 am GMT
Rob Hutchins | Products of Change Writer

The Earth Love range launches with two new characters, Earthy B.B. and Grow Grrrl

MGA Entertainment is making a new move away from single-use plastic to begin producing its wildly popular LOL Surprise spherical packaging from more sustainable materials such as bamboo, wood, sugar cane, and other natural materials. The new spheres will, according to a press release from the company, ‘be compostable’ and will not include any plastic wrapping. The new design will launch in a new collection called LOL Surprise Earth Love which launches in time for Earth Day on April 22nd. The range will feature two new characters, Earthy B.B. and Grow Grrrl. The new dolls will come with gardening accessories. The new characters will be sold exclusively via Walmart. It’s the kickstart of a larger overhaul of LOL Surprise packaging for MGA Entertainment who has now detailed plans to transition about 65 per cent of its LOL Surprise plastic balls to the new sustainable packaging at all retailers around the world by this autumn.
The Earth Love range has been launched in time for Earth Day o April 22nd this year.
As a result of the packaging update, it is estimated that about 45 million LOL Surprise toys will be produced with sustainable packaging, representing at least three metric tons of plastic eliminated from the toy line in 2022. The team also hopes to spark important conversations about the environment and sustainability with families around the globe. Back in 2019, the toy firm committed to two important sustainability goals to reduce its carbon footprint. This included achieving and maintaining 95 per cent recycled or FSC certified content in the paper and wood fibre it used in its products and packaging, and to achieve 100 per cent recycled, recyclable, or bio-based plastic materials in its products and packaging by 2025. “MGA is committed to sustainability and eco-friendly initiatives, and we are proud to take this monumental step with our new LOL Surprise Earth Love toys, with many more to come,” said MGA Entertainment’s founder and CEO, Isaac Larian. “In 2019, we made a commitment to work toward making our toys more sustainable by 2025 and with tis launch today, we are taking a big step toward this promise, hoping to set an important precedent within the toy industry that directly affects our future leaders.” Addressing its current plastic spheres, MGA is continuing its partnership with TerraCycle, an established name in recycling complex material, to accept and recycle any plastic LOL packaging. MGA Entertainment has adopted other sustainable measures across its brands and within its business over recent years, including the replacement of all plastic water bottles within its California headquarters with water filtration systems, while utensils, plates and supplies are bamboo or recycled paper products. MGA Entertainment’s employees are also encouraged to drive electric cars by offering free charging stations. Meanwhile in Poland, the team uses boxes made from 100 per cent recycled cardboard exclusively and turns 100 per cent of production scraps back into production. It also introduced a Go Green line of toys that are 92.3 per cent made of recycled materials.
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