A new collection from toy company Mattel is using Barbie to engage children in supporting a greener future. The Barbie Loves the Ocean line includes three fashion dolls, a playset and accessories made from 90% recycled ocean-bound plastic parts sourced within 50 kilometers of waterways in areas that are lacking formal waste collection systems.
In addition, Mattel launched its toy takeback program, PlayBack, which is designed to recover and reuse plastic materials from old toys. Part of the campaign also includes a goal to achieve 95% recycled or Forest Stewardship Council-certified paper and wood materials for the company’s packaging by the end of 2021.
“This Barbie launch is another addition to Mattel’s growing portfolio of purpose-driven brands that inspire environmental consciousness with our consumer as a key focus,” said Richard Dickson, president and chief operating officer of Mattel. “At Mattel, we empower the next generation to explore the wonder of childhood and reach their full potential. We take this responsibility seriously and are continuing to do our part to ensure kids can inherit a world that’s full of potential, too.” The launch is in line with the company’s goal to achieve 100% recycled, recyclable or bio-based plastic in its products and packaging by 2030.
Barbie’s popular YouTube vlogger series will integrate a new episode titled “Barbie Shares How We Can All Protect the Planet” that teaches children about ways to take care of the planet with their everyday habits by balancing teachable moments with DIY challenges to help young viewers create an impact.
Mattel is also teaming up with 4ocean to create a limited edition 4ocean x Barbie bracelet made with post-consumer recycled materials and assembled by artisans in Bali. Every bracelet sold will fund 4ocean to pull one pound of trash from waterways and contribute educational materials about recycling.
Images via Mattel