California – In its latest sustainability push, toy brand Mattel has introduced a line of Barbie dolls made from recycled ocean-based plastic.
The brand’s Barbie Loves the Ocean collection includes three dolls whose bodies are made from 90% recycled plastic parts. The accompanying accessories and play set are also created using plastics that would ordinarily be polluting the ocean. To promote the line, Mattel has also launched a campaign, The Future of Pink is Green, using the brand’s association with the colour pink along with the sustainable connotations of green.
Through this initiative, the brand is both supporting parents with greener toy options and educating children about environmental issues. Richard Dickson, president and chief operating officer at Mattel, says: ‘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.’
With Millennial parents hyper-aware of the impact of plastic waste – the material typically used in toy manufacturing – brands are stepping up to provide eco-friendly alternatives, something we explore in Conscious Play.