Toy market news

Mattel achieves 97% recycled or Forest Stewardship Council (FSC)-certified paper and wood fiber for products and packaging in 2020, exceeding its goal

  • FSC honors Mattel with 2021 Leadership Award for Excellence in use of FSC-certified products and commitment to responsible forest management
  • The Company also announces reforestation tree equity partnership with American Forests

Mattel, Inc. today announced that in 2020 it exceeded its goal to achieve and maintain 95% recycled or FSC-certified content in the paper and wood fiber used in its products and packaging.

Through its focus on maximizing post-consumer recycled content, avoiding virgin fiber from controversial sources, and seeking to increase the percentage of fiber certified by a credible third party, Mattel sourced 97% recycled or FSC-certified content used in products and packaging in 2020, as validated by the Rainforest Alliance. The Rainforest Alliance is an international non-profit organization working at the intersection of business, agriculture, and forests.

Responsible and sustainable sourcing is a critical component of our updated ESG strategy, and Mattel packaging teams implement various eco-design and circular economy principles in the development of our products and packaging,” said Pamela Gill-Alabaster, Head of Global Sustainability for Mattel. “Our focus is to develop innovative products and experiences that are better for our world by integrating sustainable materials and principles of product stewardship and circular design.”

Mattel was also recognized today by the FSC with a 2021 Leadership Award for its excellence in the use of FSC-certified products and commitment to responsible forest management. The accolade reflects a decade of partnership between the Company, including its packaging and procurement teams, and the Rainforest Alliance, which has supported the Company’s engagement, worked with its paperboard suppliers, and provided valuable training to help Mattel prepare for, achieve, and maintain FSC certification. The Rainforest Alliance also audits Mattel’s annual paper packaging and wood fiber use by source, volume, and type.

“The Rainforest Alliance has been proudly collaborating with Mattel on their Responsible Wood/Fiber Procurement Program since 2011. Through our partnership, the company has developed and subsequently improved its sustainable sourcing principles and goals, driven forward responsible sourcing practices of sustainably produced forest materials, and has ever since demonstrated steady progress towards the achievement of its set principles and goals,” said Christopher N.H. Schwarz, Manager, Corporate Advisory, Rainforest Alliance.

Recognizing the importance of forests’ role in reducing carbon emissions and supporting life on earth, Mattel has also launched a reforestation Tree Equity partnership with American Forests aimed at addressing tree inequity in Los Angeles, near the Company's headquarters. Low-income neighborhoods across the country are often situated in areas where trees are sparse, preventing them from reaping the numerous benefits trees provide. This partnership program with American Forests is nature positive and provides city-dwelling communities with an improved infrastructure of trees, aiming to improve quality of life. The inequitable distribution of trees in cities exacerbates social inequities. Mattel’s partnership with American Forests is in support of the Company’s aim to create positive social impact through purposeful play and by supporting diverse, equitable, and inclusive communities where we live, work, and play.

The Company continues to make progress in support of its goal to achieve 100% recycled, recyclable, or bio-based plastic materials in all products and packaging by 2030. In June, Mattel launched Barbie Loves the Ocean, its first fashion doll line made from recycled ocean-bound plastic*, and earlier this year announced Drive Toward a Better Future, its product roadmap to make all Matchbox die-cast cars, playsets, and packaging with 100% recycled, recyclable, or bio-based plastic materials by 2030. The Company also launched Mattel PlayBack, a toy takeback program designed to recover and reuse materials from old Mattel toys for future Mattel products.

*Plastic parts made from 90% plastic sourced within 50km of waterways in areas lacking formal waste collection systems. Doll head, shoes, tablet and beach lantern accessory excluded.