In June, we were shocked to hear of the break-up of one of the world’s most famous couples — Barbie and Ken — and Greenpeace reported that the culprit was Barbie’s dependence on deforestation for her packaging. The environmental watchdog brought Mattel’s use of Asia Pulp and Paper (APP), a company known for cutting down the Indonesian rainforest and endangering Sumatran Tigers, into the public light and took an enormous stand to end the destruction. One Facebook campaign, several marches and a series of extremely clever Ken doll posters (see the pic above for some LOLs) later, Mattel has recognized the issue and pledged to keep rainforest destruction out of their supply chains.
Today, Mattel released a global policy that not only declares the end of their relationship with APP, but also puts the pressure on other companies to follow suit. They encourage others to be vigilant about their supply chains’ sourcing and avoid using wood fiber from controversial sources. Heavy hitters like Nestlé, Unilever and Carrefour are already joining the cause. Mattel will now increase their use of recycled material in their packaging as well as wood certified by the Forest Stewardship Council (FSC) that ensures fair and safe logging. If the largest toy company in the world can overhaul their own destructive ways and help save the rainforest, may they can even get Barbie and Ken back together. + Greenpeace images via Greenpeace