Mattel, Inc. launched Barbie Loves the Ocean, its first doll line made from recycled ocean-bound plastic. The launch aligns with Mattel’s goal to achieve 100% recycled, recyclable or bio-based plastic materials across all its products and packaging by 2030.
Richard Dickson, President and Chief Operating Officer, Mattel said “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, (…) 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 use its global platform to advocate for a better world, Barbie launched the following initiatives:
- Barbie Loves the Ocean Collection: The collection includes three dolls, playset and accessories made from 90% recycled ocean-bound plastic parts.
- Forest Stewardship Council (FSC) Goal: Barbie aims to achieve 95% recycled or FSC-certified paper and wood fibre materials used in packaging by the end of 2021.
- New Barbie Vlogger Episode: ‘Barbie Shares How We Can All Protect the Planet,’ a new vlog on Barbie’s YouTube vlogger series teaches young fans about the importance of taking care of our planet and everyday habit changes they can make to create an impact.
- ‘The Future of Pink is Green’ new brand campaign: in partnership with BBH LA, the campaign will influence the brand’s association of pink to communicate the next step toward a greener future.
- Limited-edition 4ocean x Barbie bracelet: For every bracelet sold, 4ocean will pull one pound of trash from oceans, rivers and coastlines and contribute educational materials to inspire and empower the next generation.
“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.”