Toys from the range will be made with biodegradable plastic and paper.
MGA Entertainment is taking steps to reduce waste created by the popular range, which comprises of toys with several layers of packaging and many components, each within a plastic bag.
“We are working on a brand-new biodegradable plastic for 2020,” MGA Entertainment’s CEO Isaac Larian told CNN Business. He added that the company also plans to introduce paper for the inner packaging of the toys, rather than plastic. “Soon all of MGA products and packaging will be recyclable,” he said. “We all must do our part to save this beautiful planet for the next generation. #Globalwarming is NOT a ‘hoax’. It costs a few pennies more to do this. But it’s worth it.”
MGA has already taken steps towards improving sustainability, introducing an initiative in partnership with recycling company TerraCycle to cut down the waste that comes from the toy sets. The programme launched in the US in May, and is rolling out internationally.
Consumers can ship L.O.L. packaging and hard to recycle items to TerraCycle or drop off the items at one of Terracycle’s public drop-off locations. Once TerraCycle receives the packaging and components, the metal gets melted down and the plastic gets turned into pellets.
MGA aims to ultimately recycle not only the packaging, but also the toys themselves after use.
MGA CMO Hailey Wu Sullivan commented: “The company has a bigger plan in place with TerraCycle,” and confirmed that further details will be announced in due course.