The Forest Stewardship Council (FSC) has recognized Mattel with a 2021 Leadership Award for its use of FSC-certified products.
In 2020, Mattel achieved 97% recycled or FSC-certified content in the paper and wood fiber used in its products and packaging — exceeding its goal of 95%. The sourcing of its materials was validated by the nonprofit Rainforest Alliance.
“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 Mattel head of global sustainability Pamela Gill-Alabaster. “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.”
By 2030, Mattel’s goal is to achieve 100% recycled, recyclable, or bio-based plastic materials in all products and packaging. In working toward this objective, the company launched the Barbie Loves Ocean line in June — made from recycled, ocean-bound plastic. Its “Drive Toward a Better Future” project roadmap, introduced this year, outlines a plan to produce all Matchbox die-cast cars, playsets, and packaging using entirely recycled, recyclable, or bio-based plastic materials by 2030.
Meanwhile, its Mattel PlayBack toy take-back program was designed to recover and reuse materials from its old toys in future product. The company’s Citizenship Report, published in 2020, details its current ESG strategy and goals.
Over the last 10 years, the Rainforest Alliance has worked with Mattel’s paperboard suppliers and provided training to help the company 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,” said Christopher N.H. Schwarz, manager, corporate advisory, Rainforest Alliance. “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.”
Meanwhile, Mattel announced the launch of its Tree Equity reforestation partnership with American Forests to address tree inequity near its headquarters, in Los Angeles. To support the role of forests in reducing carbon emissions and improve social equity, the program seeks to provide city-dwelling communities with an improved infrastructure of trees.