Mattel receives FSC award and announces reforestation partnership

Published on: 19th October 2021

The 2021 Leadership Award for Excellence recognises the company exceeding its goal for recycled content in products and packaging in 2020.

Mattel surpassed its target to achieve and maintain 95% recycled or FSC-certified paper and wood fibre used in its products and packaging last year, earning it the 2021 Leadership Award for Excellence from the Forest Stewardship Council.

The award recognised its use of FSC-certified products and also the company’s commitment to responsible forest management. In 2020, Mattel sourced 97% of recycled content across products and packaging, as validated by the Rainforest Alliance.

Recognising the importance of forests’ role in reducing carbon emissions and supporting life on earth, Mattel has also launched a reforestation Tree Equity partnership with American Forests aimed at addressing tree inequity in Los Angeles, near the company’s headquarters. Low-income neighbourhoods across the US are often situated in areas where trees are sparse, preventing them from reaping the numerous benefits trees provide. The partnership programme provides city-dwelling communities with an improved infrastructure of trees, aiming to improve quality of life.

“Responsible and sustainable sourcing is a critical component of our updated ESG strategy, and Mattel packaging teams implement various eco-design and circular economy principles in the development of our products and packaging,” said Pamela Gill-Alabaster, head of global sustainability for Mattel. “Our focus is to develop innovative products and experiences that are better for our world by integrating sustainable materials and principles of product stewardship and circular design.”

The FSC accolade reflects a decade of partnership between Mattel and the Rainforest Alliance, which has supported the company’s engagement, worked with its paperboard suppliers, and provided training to help Mattel prepare for, achieve and maintain FSC certification. The Rainforest Alliance also audits Mattel’s annual paper packaging and wood fibre use by source, volume and type.

“The Rainforest Alliance has been proudly collaborating with Mattel on their Responsible Wood/Fibre Procurement Program since 2011. Through our partnership, the company has developed and subsequently improved its sustainable sourcing principles and goals, driven forward responsible sourcing practices of sustainably produced forest materials and has ever since demonstrated steady progress towards the achievement of its set principles and goals,” said Christopher N.H. Schwarz of the Rainforest Alliance.

Mattel aims to achieve 100% recycled, recyclable, or bio-based plastic materials in all products and packaging by 2030. In June, Mattel launched Barbie Loves the Ocean, its first fashion doll line made from recycled ocean-bound plastic and earlier this year announced Drive Toward a Better Future, its product roadmap to make all Matchbox die-cast cars, play sets, and packaging with 100% recycled, recyclable, or bio-based plastic materials by 2030. The company also launched Mattel PlayBack, a programme designed to recover and reuse materials from old Mattel toys for future Mattel products.

For more information about the company’s updated ESG strategy and goals, please see Mattel’s recently published 2020 Citizenship Report.


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