It's never easy to get rid of your old Barbie dolls, especially when they are "made to last and be passed down from generation to generation". Nevertheless, many of them end their lives in a box in the attic.
In order to achieve its goal of 100% recycled, recyclable or bio-based plastics in all its products and packaging by 2030, Mattel is launching Mattel PlayBack, its new recycling programme for broken or long-forgotten products. Initially, it covers toys from three of its brands: Barbie, Matchbox and Mega.
Recover, recycle, reuse
Interested "owners" of used toys will be able to return them free of charge by post after printing a shipping label from the official Mattel website.
Once they arrive at their destination, the collected toys will be sorted, separated by polymer type and processed. Many of these materials will be reused in new toys, while those that cannot be reused will be transformed into other plastic products.
Initially launched in the US, the Mattel PlayBack programme will be extended to the UK, Germany and France.
Finding sustainable solutions is an important way to innovate
Alongside the programme, Mattel is now manufacturing and producing some of its toys and games from bio-based plastics. The company also unveiled the Matchbox Roadster, its first die-cast vehicle made from 99% recycled materials and certified carbon neutral.