The company unveiled new sustainable additions to its products and packaging at New York Toy Fair.
MGA Entertainment (MGAE) has announced new eco-friendly initiatives in its L.O.L Surprise! product range and from its Little Tikes brand.
MGAE extended its L.O.L Surprise! partnership with TerraCycle, an innovative waste management company with a mission to eliminate the idea of waste, last month adding nine new countries to the programme. The company has also unveiled a new L.O.L. Surprise! bio-degradable ball. From summer 2020, all L.O.L Surprise! accessory bags will be paper based, and any packaging made from resin will be degradable and include a new compound.
The company has also announced a new product line from Little Tikes – “Go Green”, which is made entirely from post-consumer and post-industrial resin. MGAE is manufacturing products and packaging with a new patent-pending compound that facilitates the degradation of plastic in landfill conditions.
The “Go Green” line will launch with four products and will continue to evolve and incorporate other Little Tikes items throughout 2020 and beyond. The “Go Green” products will have a new and different logo, but the quality and durability of products that parents and kids have enjoyed for generations will remain the same. The “Go Green” products will be available at retail beginning Earth Day, in April.
“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. “We now have a degradable L.O.L Surprise! ball and a Little Tikes “Go Green” product line. Sustainability is a personal priority and an MGAE commitment.”