Fisher-Price has joined the Mattell PlayBack programme in order to become more eco-friendly.
The renowned children's play company has teamed up with the company behind iconic toys such as Barbie and HotWheels as they attempt to recover and reuse materials from old Mattel toys in future100% recycled, recyclable, or bio-based plastic materials in its products.
Pamela Gill-Alabaster, SVP Global Head of Sustainability and Social Impact, Mattel, said in a statement: "The Mattel PlayBack program has been eagerly received by consumers and has provided tremendous learning specific to the durability and disassembly of our products, which will aid in the future design of products made for the circular economy
We are also exploring new technologies in plastic processing and recycling, with our longer-term goal to use materials collected through Mattel PlayBack in future toy production."
The toy brand is hoping to achieve 100% recycled, recyclable, or bio-based plastic materials in products and packaging by 2030
Meanwhile, Fisher-Price - the company regarded as #1 in the world for infants' toys - hope that by joining the Mattel PlayBack programme, their toys will be given a "new lease of life" in a way that has a positive impact on the environment.
Chuck Scothon, SVP, and GM of Fisher-Price Infant and Preschool said: "At Fisher-Price, we design toys to be loved, cherished, and passed on from one generation to the next. The Mattel PlayBack program, aimed at repurposing these materials into new products and helping the environment, now provides parents and caregivers the opportunity to give these beloved Fisher-Price toys a new lease on life."
To participate in the Mattel PlayBack program, consumers can visit Mattel.com/PlayBack.
