Company is launching a new toy and game recycling pilot programme with TerraCycle, a global leader in product recycling.

During the pilot programme, consumers can collect and send their Hasbro toys and games to TerraCycle, who will recycle them into materials that can be used in the construction of play spaces, flower pots, park benches, and other innovative uses. In 2018, Hasbro is piloting the programme in the contiguous US.

John Frascotti, president, Hasbro, commented: “We’re excited to launch the Hasbro Toy Recycling pilot programme because it aligns so well with our purpose to make the world a better place for children and their families. As a company, we know consumers share our commitment to taking care of our planet for future generations, and we see this as an exciting step in our sustainability journey.”

In honour of Earth Day, consumers in the contiguous US can visit www.hasbrotoyrecycling.com to sign up for the programme. Once participants sign up, they can collect and box up their toys and games, print out a free shipping label and send their box to TerraCycle, who will sort and recycle the products. The pilot programme is open to all Hasbro toys and games, including face-to-face games, plastic and electronic toys, action figures, dolls, plush, and more.

The programme builds upon Hasbro’s longstanding commitment to environmental sustainability. Through Hasbro’s Sustainability Center of Excellence, the company strives to reduce its carbon footprint and continuously improve its environmental performance across every aspect of its business. Hasbro focuses its environmental efforts in three key areas: reducing the environmental impacts of products and packaging, partnering with vendors to source and distribute Hasbro products in an environmentally conscious way, and minimising the environmental footprint of operations.