Global children’s toy and entertainment company Mattel, Inc. recently announced its goal to use 100% recycled, bio-based, or recyclable plastic in its products and packaging by 2030, with its first such revamped product, the familiar babies’ Fisher-Price plastic Rock-a-Stack toy, debuting in 2020.

The El Segundo, California-based Mattel, whose family of brands also includes Barbie, DC Universe, Harry Potter, Minecraft and more, made the decision as part of its updated 2011 Company’s Environmental Sustainable Sourcing Principles.

Earlier this year Mattel also formed an Environmental Sustainability Council that they plan to expand to all Mattel brands, applying sustainability efforts in various areas, including materials innovation.

According to a December, 2019 Mattel release: “‘Innovation is part of our DNA, and it is central to our work in environmental sustainability,’” said Richard Dickson, President and Chief Operating Officer, Mattel.

“‘Our world-class designers have consistently created products that can be passed on to generations and, today, we are continuing this proud tradition with our new sustainable Rock-a-Stack, one of the most iconic and best-selling toys in the toy industry.’”

A colorful ring stacking toy introduced to babies in 1960, the now eco-friendly 2020 Rock-a-Stack will be made of sugarcane-based polyethylene plastic, utilizing a renewable raw material. The packaging will be 100% sustainably sourced or recycled material.

Further, Mattel packaging now includes standardized recycling labels from How2Recycle, which provide consumer-friendly recycling instructions.

How2Recycle, a project of the sustainable materials non-profit GreenBlue, indicates that its labels are the result of the best available recycling data and that their recycling labeling system is the only one created to comply with the United States Federal Trade Commission’s (FTC) Guidelines for Environmental Marketing Claims.

GreenBlue was co-founded by sustainability and architecture expert William McDonough, named in Fortune magazine’s 2019 ‘World’s 50 Greatest Leaders’ list, and former Greenpeace International chemist Michael Braungart, PhD, an academic and sustainability consultant who shared with McDonough a spot on Time magazine’s 2007 ‘Heroes of the Environment’ list.

Written by Nicole Foulke