Mattel will introduce an environmentally sustainable version of the Fisher-Price Rock-a-Stack in the first half of 2020.

Mattel has announced its goal to achieve 100% recycled, recyclable or bio-based plastics materials in both its products and packaging by 2030. In the first half of 2020, the company will debut the Fisher-Price Rock-a-Stack made from sugarcane-based plastics and packaged in 100% recycled or sustainably sourced material.

This new goal expands the company’s Environmental Sustainable Sourcing Principles that were announced in 2011. It now sources 93% of the paper and wood fibre used in its packaging and products from recycled or Forest Stewardship Council (FSC) content, surpassing its 2018 goal of 90%. In addition, Mattel has adopted the How2Recycle label, a standardised labelling system that communicates recycling instructions to the public.

Earlier this year, Mattel established an Environmental Sustainability Council comprised of a cross-functional team of leaders dedicated to advancing the company’s sustainability efforts in several areas, including materials innovation.

“Environmental sustainability is a corporate priority at Mattel and creating sustainable products and packaging is an important part of our commitment to the planet,” said Ynon Kreiz, chairman and CEO, Mattel. “Our dedicated cross-functional team made sustainability a key priority throughout the product and packaging design and production process. Today, we are delivering on that priority by announcing our first product made from sustainable materials and we look forward to expanding our efforts to all Mattel brands.”

Fisher-Price will celebrate its 90th anniversary in 2020 and by the end of the year, all Rock-a-Stack toys sold worldwide are on track to be made with plant-based plastics and packaged in 100% recycled or sustainably sourced material. The Rock-a-Stack toy, launched by Fisher-Price in 1960, introduces babies to relative size and stacking.