New range is next step in Mattel’s environmental sustainability commitment for 2030.
Mattel’s construction brand, Mega Bloks is launching new products derived from bio-based plastic at Spielwarenmesse this week (January 29 to February 2).
The Mega Bloks range will now feature three preschool building sets – Polar Friends, Safari Friends and Woodland Friends – derived from bio-based resins. The sets will also have Forest Stewardship Council-certified packaging that is fully recyclable.
The Mega announcement is the second product that Mattel has introduced as part of its recently confirmed goal to achieve 100% recycled, recyclable or bio-based plastics materials in both its products and packaging by 2030.
This new goal expands the company’s Environmental Sustainable Sourcing Principles that were announced in 2011. Mattel now sources 93% of the paper and wood fiber used in its packaging and products from recycled or Forest Stewardship Council (FSC) content, surpassing its 2018 goal of 90%.
The first retailer to market the line in Europe will be Argos and Sainsbury’s in the UK. Argos will launch the new building sets as part of its January 2020 catalogue. Amazon Europe is launching a presale of the product in Germany, France, Italy and Spain.
“We are delighted to be the first UK retailer to offer this innovative product,” said Andrew Hartley, buying manager for toys at Sainsbury’s Argos. “We know sustainability is an increasingly important consideration for our customers so being able to exclusively launch the new Mega range in the UK is a really exciting step as we continue to respond to consumer demand.”
Richard Dickson, president and coo of Mattel, added: “Environmental sustainability is a corporate priority and we are proud to announce Mega’s first product made from bio-based materials.”