Mattel Announces Plans to Go Plastic Free by 2030

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On the heels of the release of the film Barbie, Mattel, Inc (NASDAQ: MAT), a global leader in play and entertainment, announced a groundbreaking commitment to stop using plastic entirely by 2030. This initiative aims to tackle the problem of plastic waste and its impact on children and the environment. Mattel further pledges to support a federal ban on nonessential plastic use in the USA.


“We have made more than a billion plastic Barbies, and enough is enough,” said Ynon Kreiz, CEO of Mattel. “With our plastic-free commitment, we denounce the empty promises of plastic recycling and take a bold step towards real ecological sustainability. Only sustainably produced toys can provide sustainable joy.”


“As a responsible company, we realized that Mattel’s previous commitment to the use of 100% recycled plastic by 2030 would only serve to delay the release of plastic into the environment,” said Pamela Gill-Alabaster, Head of Sustainability, Mattel. “But the new plan to eliminate plastic altogether actually solves the problem by cutting down on current production, as well as focusing on only compostable natural materials like mushroom mycelium, algae, seaweed, clays, wood cellulose, and bamboo. It will revolutionize the industry and set new standards for conscientious play.”


Renowned actor Daryl Hannah’s passionate advocacy for environmental causes makes her the perfect ambassador for Mattel’s sustainability mission.


“I am honored to join forces with Mattel in their visionary efforts to create a better world through play,” said Hannah. “Barbie has changed in many ways since I was a girl, but under the surface, she’s still toxic. Now, when she’s done being used, instead of persisting forever as a poison Barbie will be able to return to the earth, just like all living things. I am thrilled to be a part of this exciting journey.”


In honor of the new commitment, Mattel introduces a line of MyCelia EcoWarrior Barbies, inspired by the brave protests of environmental defenders. The groundbreaking collection honors Greta Thunberg, Julia Butterfly Hill, Phoebe Plummer, Neimonte Nenquimo, and Hannah herself.


But the EcoWarrior lineup does not end with these living role models. It will expand to honor more than 2,500 deceased activists from around the world who have been tragically lost while protecting nature in the last decade.


“MyCelia EcoWarrior Barbie represents the resilience of these inspirational people and serves as a reminder that individual actions can spark global change,” said Lisa McKnight, Executive Vice President and Chief Brand Officer, Mattel. “By sharing their stories, Mattel hopes to inspire children to dream big, take action, and have fun while making a positive impact on the world.”