The US programme, formed in partnership with waste specialist Terracycle, launched yesterday.

It’s about to become easier to recycle L.O.L Surprise! products thanks to a new programme developed by MGA Entertainment and TerraCycle, a global leader in recycling complex materials. The new, free programme officially launched yesterday in the United States and is available to L.O.L. Surprise! fans. International programmes are set to launch, beginning in the UK in July, while other countries will roll out further in the year.

The L.O.L. Surprise! Recycling Programme is open to any interested individual, school, office, or community organisation. Once collected, the packaging is cleaned and melted into hard plastic that can be remoulded to make new recycled products.

“TerraCycle is a leader in this field, and we are excited to partner with them as we continually look to push for more sustainable and environmentally friendly products,” said Isaac Larian, CEO and Founder of MGA Entertainment. “Our new partnership with TerraCycle is just one example of our commitment to leaving a healthier planet for kids – this initiative will cost MGA, but it’s worth it. We are also working on, and testing, other sustainable initiatives to take this even further. I hope other leaders in the toy industry will follow suit.”

“MGA Entertainment is a great partner, and one that is truly dedicated to making products consumers love, while also taking responsibility for preserving the environment,” said Tom Szaky, TerraCycle’s founder and CEO. “By encouraging future generations to rethink what is waste, together we are making it simple for consumers to have a positive impact on the environment for future generations.”

The L.O.L. Surprise! Recycling Programme with TerraCycle allows fans to easily send all L.O.L. Surprise! packaging and products directly to a knowledgeable source, ensuring items are properly disposed of and recycled. To participate in the programme, there are three simple steps:

• Sign up on the TerraCycle programme page here
• Print the Shipping Label – On the L.O.L. Surprise! page, click to submit product. At that point, a shipping label will be generated
• Ship the Box – Completely fill any shipping box with L.O.L. Surprise! packaging and products, affix the shipping label and ship the box to TerraCycle to be recycled