Mattel is giving toys a “green makeover” with its new recycling program. YPulse’s sustainability research shows that Millennial parents are more likely to be living sustainably on a weekly basis and be purchasers of eco-friendly products. Mattel Playback, a new recycling program from the toy-making giant, is supporting young parents’ concern for climate change by promising to “give unloved toys a second life.” The program, in the U.S. and Canada, will give parents free shipping labels to send their old toys, specifically Barbie, Matchbox, and Mega brand category items, back to the toy-maker where they will sort the pieces and repurpose them into new items. Lego and Hasbro have also launched sustainability efforts: Lego’s Replay program cleans, sorts, and donates Lego bricks to schools, and Hasbro has pledged to end its use of plastic packaging by the end of 2022. According to The Toy Association and consulting firm ProdigyWorks, Millennial parents say they want more biodegradable toy buying options to avoid single-use plastic toys, and last year YPulse called out eco-friendliness as a toy trend to watch. (Forbes)
