The Barbie brand is a symbol of female empowerment, but it is also known for its impact on the environment. As the world is becoming increasingly aware of environmental issues, many large toy companies are putting in extra effort to make their products green. One such company is Mattel, which is dedicated to corporate sustainability.
Mattel launched a toy takeback program for its Barbie and Matchbox lines in May 2006. This initiative is aimed at encouraging consumers to send in their old toys. In return, Mattel will recycle them and create new products.
Recently, the company has launched a new campaign in partnership with BBH LA, called “The Future of Pink is Green”. This campaign aims to educate children about sustainability.
The campaign is inspired by Mattel’s “Barbie Loves the Ocean” collection, which features three dolls and accessories made from 90% recycled plastic. These items are sourced from areas with poor waste collection systems, as well as within 50 kilometers of the waterway where they are manufactured.
To help create this line, Mattel worked with the Jane Goodall Institute, a nonprofit organization that works on wildlife and climate issues. Dr Goodall is an environmental advocate and renewable energy engineer.
Mattel will source 75 percent of its clothing fibres from sustainable materials. In addition, it has committed to sourcing at least 95 percent of its packaging materials from recycled and Forest Stewardship Council (FSC) certified content.
While the Barbie brand has become more sustainable, it is still not 100% eco-friendly. For instance, PVC, the main component of Barbie, releases harmful chemicals into the atmosphere and oceans.