Toymaker Mattel, Inc. on Monday (April 4) took another step forward in its sustainability efforts with the launch of a MEGA BLOKS Green Town line of products and the release of a Matchbox Tesla Roadster that’s made from 99% recycled materials, according to a company announcement.
Mattel has set a goal of 100% recycled, recyclable or bio-based plastic materials in all its products and packaging by 2030, the company announcement says. The line of four MEGA BLOKS Green Town sets is the first toy line available at mass retail to be certified CarbonNeutral.
Each MEGA BLOKS Green Town playset, including the Build & Learn Eco House and the Grow & Protect Farm, is made from a minimum of 56% plant-based materials and a minimum of 26% International Sustainability & Carbon Certification certified bio-circular plastics, the company says, and was certified CarbonNeutral by Natural Capital Partners.
MEGA purchased carbon offsets (less than 500 metric tons of carbon dioxide equivalents) from the Darkwood Forests Conservation project in Canada to achieve the CarbonNeutral designation. The line’s packaging is created with 100% Forest Stewardship Council (FSC)-certified paper or paperboard, plus soy-based inks and water-based varnishes to enhance their recyclability, the announcement says.
The sets teach young builders about green behaviors through play, including waste sorting, using electric transportation, protecting honeybees and choosing renewable energy sources. The sets have achieved Amazon’s Climate Pledge Friendly label and are available now for pre-sale.
The Matchbox Tesla Roadster is part of the company’s Driving Toward a Better Future initiative to make all Matchbox die-cast cars, playsets and packaging with 100% recycled, recyclable or bio-based plastic materials by 2030.
Related: Mattel Rolls Out PlayBack Toy Recycling Effort
Mattel debuted toy takeback effort Mattel PlayBack in May in an effort to harness materials from old Mattel toys for Mattel offerings in the future, while helping with the firm’s aim to have completely “recycled, recyclable or bio-based plastic materials” throughout all items and packaging by the end of the decade, according to the announcement.