Mattel launches sustainable new Barbie Loves the Ocean range

Published on: 10th June 2021

The new Barbie Loves the Ocean range is the brand’s first fashion doll collection to be made from recycled ocean-bound plastic.

Barbie Loves the Ocean

Mattel’s new ‘The Future of Pink is Green’ campaign will educate kids of all ages about the importance of sustainability in an easily digestible way.

Barbie Loves the Ocean aligns with Mattel’s goal to achieve 100% recycled, recyclable or bio-based plastic material use across all its products and packaging by 2030.

“This Barbie launch is another addition to Mattel’s growing portfolio of purpose-driven brands, which inspire environmental consciousness with our consumer as a key focus,” said Richard Dickson, president and Chief Operating Officer, Mattel. “At Mattel, we empower the next generation to explore the wonder of childhood and reach their full potential. We take this responsibility seriously and are continuing to do our part to ensure kids can inherit a world that’s full of potential too.”

Looking to the future, Barbie remains dedicated to advancing its role and lending its global platform to create a better world for kids everywhere by focusing on diversity and inclusion, equal opportunity and sustainability in the following ways:

  • Barbie Loves the Ocean Collection: The collection includes three dolls whose bodies are made from 90% recycled ocean-bound plastic parts and an accompanying Beach Shack play set and accessories, made from over 90% recycled plastic. Mattel’s high manufacturing standards ensure that this line delivers the same quality of play that parents have come to expect from Barbie.
  • Forest Stewardship Council (FSC) Goal: Barbie aims to use at least 95% recycled or FSC-certified paper and wood fibre materials for its in packaging by the end of 2021.
  • New Barbie Vlogger Episode:Barbie Shares How We Can All Protect the Planet‘. This new vlog, an addition to Barbie’s popular YouTube vlogger series, teaches fans about the importance of taking care of our planet and everyday habit changes they can make to create an impact. Barbie Vlogger is an online series that provides a platform for Barbie to talk directly to her fans, while balancing teachable moments that highlight Barbie as a role model, along with fun YouTube trends like DIY challenges.
  • ‘The Future of Pink is Green’ new brand campaign: Launching in partnership with BBH LA, the new campaign will leverage Barbie’s association with the colour pink against the association of the colour green with protecting the planet, to communicate our next step toward a greener future. The campaign will also educate kids on the importance of sustainability in an easily digestible way for fans of all ages.

“Our 62-year legacy is steeped in evolution, as we consistently drive forward initiatives designed to better reflect the world kids see around them,” said Lisa McKnight, senior vice president and global head of Barbie & Dolls, Mattel. “Barbie Loves the Ocean is a prime example of the sustainable innovations we’ll make as part of creating a future environment where kids can thrive. We are passionate about leveraging the scope and reach of our global platform to inspire kids to be a part of the change they want to see in the world.”

The Barbie programme is one of many launches supporting Mattel’s corporate goal to use 100% recycled, recyclable or bio-based plastic materials in all products and packaging by 2030.  Other efforts include the recently launched Mattel PlayBack, a toy takeback programme designed to recover and reuse materials from old Mattel toys for future Mattel products, and Drive Toward a Better Future, Mattel’s product roadmap to make all Matchbox die-cast cars, play sets and packaging with 100% recycled, recyclable or bio-based plastic materials by 2030. Last year, Mattel also introduced several toys that reflect this commitment, including the Fisher-Price Rock-a-Stack and Fisher-Price Baby’s First Blocks, made from bio-based plastics, three Mega Bloks sets made from bio-based plastics, and Uno Nothin’ But Paper, the first fully recyclable Uno deck made without cellophane packing materials.

For more information on the Barbie brand’s efforts to protect the planet, click here, and for more information on Mattel’s corporate sustainability efforts, click here.



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