Barbie goes green: Mattel announces doll line made of recycled plastic

'The future of pink is green' — reads the tagline of Mattel's new range of eco-friendly dolls.

Mattel has announced that it will be introducing 'Barbie Loves the Ocean' — a fashion doll line made from recycled ocean-bound plastic. A press release mentions that the launch is in line with Mattel’s goal to achieve 100 per cent recycled, recyclable or bio-based plastic materials across all its products and packaging by 2030.

“This Barbie launch is another addition to Mattel’s growing portfolio of purpose-driven brands that inspire environmental consciousness with our consumer as a key focus,” said Richard Dickson, president and chief operating officer, Mattel.

“At Mattel, we empower the next generation to explore the wonder of childhood and reach their full potential. We take this responsibility seriously and are continuing to do our part to ensure kids can inherit a world that’s full of potential, too.”

Looking to the future, Barbie remains dedicated to advancing its role and lending its global platform to create a better world for kids everywhere by focusing on diversity and inclusion, equal opportunity and, now, sustainability.

The collection includes three dolls whose bodies are made from 90 per cent recycled ocean-bound plastic parts and an accompanying Beach Shack playset and accessories, made from over 90 per cent recycled plastic. Mattel’s high manufacturing standards ensure that this line delivers the same quality of play that parents have come to expect from Barbie.

The Future of Pink is Green: Launching in partnership with BBH LA, the new campaign will leverage the brand’s iconic association of pink — alongside the iconic association of green with protecting the planet — to communicate the next step toward a greener future, and to educate kids on the importance of sustainability in an easily digestible way.

“Our 62-year legacy is steeped in evolution, as we consistently drive forward initiatives designed to better reflect the world kids see around them. 'Barbie Loves the Ocean' is a prime example of sustainable innovations we’ll make as part of creating a future environment where kids can thrive,” said Lisa McKnight, senior vice president and global head of Barbie & Dolls, Mattel.

“We are passionate about leveraging the scope and reach of our global platform to inspire kids to be a part of the change they want to see in the world.”

Other efforts include the recently launched Mattel PlayBack, a toy takeback program designed to recover and reuse materials from old Mattel toys for future products. Drive Toward a Better Future is Mattel’s product roadmap to make all matchbox die-cast cars, playsets and packaging with 100 per cent recycled, recyclable or bio-based plastic materials by 2030.

Last year (2020), Mattel also introduced several toys that ladder up to this commitment.