The company has pledged that the iconic Potato Head line will be made with 100% plant-based or renewable materials by 2024.
Hasbro’s latest announcement builds on the company’s commitment to use more sustainable materials across its product portfolio and reduce its reliance on virgin plastic. Potato Head currently uses plastic-free packaging, and Hasbro says it is on track to transition all new products in its portfolio to such packaging by end of 2022, in an industry-leading move that will reduce the company’s use of virgin plastic by an estimated 19.5m pounds annually.
“At Hasbro, purpose is at the center of our Brand Blueprint, guiding us as we work to make the world a better place for children, fans and families and use our business as a force for good. One way we do that is by developing more environmentally sustainable products, including this important step for the beloved Potato Head brand,” explained Kathrin Belliveau, Hasbro EVP and chief purpose officer. “Our product engineers and designers are the best in the business, and they have been hard at work for many years on plastic innovations, which remain a top priority for us. We’re deeply committed to transitioning to primarily plant-based, renewable or recycled materials in our products, eliminating plastic from packaging, and ensuring we continue to contribute to a lower carbon, more sustainable economy.”
Potato Head has been in the market for almost 70 years, and is now a classic, sold in more than 25 countries. In 2016, it was redesigned using 20% less paperboard in its packaging than previous designs, and in 2020, Hasbro released Mr. Potato Head Goes Green, the first Hasbro product made with plant-based plastic and plastic-free packaging.
“Our goal to make the iconic Potato Head toy line from plant-based or renewable materials by end of 2024 is an important step forward in our journey to ensure our beloved toys and games continue to bring joy to future generations in a more sustainable manner, without sacrificing the quality consumers expect from Hasbro,” said Eric Nyman, chief operating officer, Hasbro Consumer Products. “This move for Potato Head will be followed by others in our portfolio as we carry out our commitment to provide children, fans and consumers around the world with engaging and sustainable ways to play.”
Hasbro estimates it will remove approximately 155m pounds (70,000 MT) of virgin materials from its supply chain, as part of its commitment to transition all other existing toys and games to recycled or renewable materials by 2033.
Guided by the Hasbro Brand Blueprint and the Sustainability Center of Excellence, Hasbro aims to integrate sustainability considerations right across its business. As part of its commitment to reduce the environmental impact of its products, supply chain and operations, Hasbro supports the renewable energy sector and offsets the footprint of its owned and operated operations with investments in renewable projects like wind farms.
In addition, the Hasbro Toy Recycling Program, the first national recycling program for toys in the US, provides a free-of-charge solution for consumers looking to give their well-loved toys and games a new life by converting them into things such as playground surface, flowerpots and park benches. Having started in the US in 2018, the scheme has already expanded to Brazil, Canada, France, Germany and the UK and will add Austria, Belgium, Denmark, Netherlands, Sweden and Switzerland by end of 2022.
To learn more about Hasbro’s sustainability commitments and progress, visit csr.hasbro.com.