Partnership with TerraCycle follows success of similar initiatives in Germany, Canada, Brazil and US.

Hasbro has announced a partnership with TerraCycle that will see the launch of a free recycling programme for its products within the UK.

All Hasbro toys, from action figures to plush, and board games to collectibles, can be collected and sent to TerraCycle, where they will be safely recycled into the materials needed to make a raft of new products, including outdoor furniture and planters. Customers across the UK will be able to drop off their old toys at a number public drop-off locations, or can alternatively set up their own drop-off location.

The launch of the recycling programme follows the success of similar initiatives between the toy company and TerraCycle in Germany, the US, Canada and Brazil.

Kay Green, UK country manager at Hasbro, said the initaitive would appeal to its consumers’ growing sustainability concerns: “At Hasbro, we know kids and families everywhere share our passion for protecting our planet. Since launching the Hasbro recycling programme in the US in 2018, we’ve successfully expanded to additional markets throughout the world, to offer more consumers a sustainable solution for giving new life to their well-loved toys and games, and we’re proud to further extend the programme, in partnership with TerraCycle, to the UK.”

The partnership builds on a suite of sustainability initiatives from Hasbro, which began a staged phase-out of plastic from its product packaging this year in pursuit of its goal to eliminate virtually all plastic from new products by 2022.

Laure Cucuron, general manager of TerraCycle Europe, added: “We are proud to partner with Hasbro to launch this national recycling programme in the UK, given its popularity in other countries around the world. The aim of the programme is to encourage new generations to recycle their well-loved toys and games, and have a positive impact on the environment.”