Global toy brand Mattel is launching a toy takeback program, enabling kids to extend the life of their Mattel toys once they are finished playing with them.
Dubbed Mattel PlayBack, the program is designed to recover and reuse materials from old Mattel toys for future Mattel products as part of the company’s goal to achieve 100 per cent recycled, recyclable or bio-based plastic materials across all products and packaging by 2030.
“Mattel toys are made to last and be passed on from generation to generation,” says Richard Dickson, president and chief operating officer, Mattel.
“A key part of our product design process is a relentless focus on innovation and finding sustainable solutions is one significant way we are innovating. Our Mattel PlayBack program is a great example of this, enabling us to turn materials from toys that have lived their useful life into recycled materials for new products.”
The toys collected are sorted and separated by material type and responsibly processed and recycled. For materials that cannot be repurposed as recycled content in new toys, Mattel PlayBack will either downcycle those materials or convert them from waste to energy.
“At Mattel, we are committed to managing the environmental impact of our products,” adds Pamela Gill-Alabaster, global head of sustainability, Mattel.
“The Mattel PlayBack program helps parents and caregivers ensure that materials stay in play, and out of landfills, with the aim to repurpose these materials as recycled content in new toys. It is one important step we’re taking to address the growing global waste challenge.”
Programs like Mattel PlayBack are an integral part of Mattel’s broader sustainability strategy and efforts to teach children about the importance of protecting the planet. Mattel PlayBack also supports the company’s ongoing commitment to advance a circular economy.
