Mattel turns old Barbies, Matchbox cars and MEGA Bloks into new toys | Top news

(Reuters) – Toymaker Mattel is encouraging children to return Barbies, Matchbox cars and MEGA Bloks they no longer play with at the company to recycle them into new toys.

The goal of the company’s new “Playback” program is to recover and reuse materials in all products and packaging by 2030, Mattel said when announcing the program this week.

“Matel’s Playback program is an important milestone,” said Jim Silver, CEO of TTPM, a toy industry research company. “The consumer is becoming more concerned about the future and becoming more environmentally friendly; manufacturers are starting to step in and try to improve the environment.”

The company encourages consumers to send their old toys back to Mattel, where they are sorted and separated by type of material, processed and recycled. Materials that cannot be recycled will either be ‘downcycled’ or ‘converted to energy’.

Last month, Mattel unveiled the Matchbox Tesla Roadster, its first vehicle made from 99% recycled materials and carbon.

Mattel aims to manufacture all die-cast cars, playsets and Matchbox packaging with 100% recycled, recyclable or bio-based plastic materials by 2030.

“More and more manufacturers are going to go down this route,” Silver said. “I think Mattel, being one of the big companies in the industry, to start this recycling program, I think you can see others following suit.”

To participate in the program, consumers can visit Mattel.com/PlayBack, print a free shipping label, package, and return their oversized Mattel toys to Mattel.

(Reporting by Aleksandra Michalski, editing by Dan Grebler)

Copyright 2021 Thomson Reuters.

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