NEWS

MGA details next steps in L.O.L Surprise! sustainability journey

Published on: 22nd April 2020

Successful partnership between L.O.L Surprise! UK and TerraCycle extended to cover Ireland.

Delivering on CEO Isaac Larian’s sustainability promise in late 2019 to create a bio-degradable ball for its LO.L Surprise! line, MGAE is also manufacturing products and packaging with a new patent-pending compound that facilitates the degradation of plastic in landfill conditions.

“I have assembled an in-house team that is 100% focused on identifying the best innovative and eco-friendly options to use in our toys,” said Isaac Larian, CEO and founder of MGA Entertainment. “Sustainability is a personal priority and an MGAE commitment. We now have a bio-degradable L.O.L. Surprise! ball and products will be available at retail by autumn. Beginning in 2021, the entire L.O.L Surprise! packaging line will be completely degradable and by 2025, MGAE will only manufacture products that will degrade when disposed of properly.”

Furthermore, beginning summer 2020, all L.O.L Surprise! accessory bags will be paper based.

All L.O.L. Surprise! packaging and accessories can now be properly disposed of and recycled by parents and fans of the brand through the TerraCycle programme across the UK and Ireland by:

  • Dropping off their L.O.L. Surprise! packaging and accessories at the nearest public access drop off location which can be found on TerraCycle’s interactive map OR
  • Setting up their own public access drop off location, by creating a TerraCycle account, finding an easily accessible place to host their collection and becoming a location administrator.

TerraCycle points are credited to the administrators of public drop off locations as a reward for their collection efforts. The number of points given is determined by the weight of each shipment of  waste, and these can be redeemed on TerraCycle’s website as monetary donations to a chosen charity or school. Once collected, the plastic waste is cleaned and melted into hard plastic that can be remoulded to make new recycled products.

Laure Cucuron, general manager, TerraCycle Europe, commented: “It is great to see companies taking steps to go above and beyond in their efforts to reduce plastic waste. By launching a recycling programme with TerraCycle, as well as making future packaging biodegradable, L.O.L. Surprise! is demonstrating their commitment to the environment and the issue of single-use plastics.”

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