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8 October 2011 | Adam Leach
Global toy manufacturer Mattel has pledged to increase the proportion of recycled or sustainable materials used in its packaging to 70 per cent by the end of 2011.
The company, which produces Hot Wheels, Barbie and Fisher Price toys, plans to further increase this to 85 per cent by the end of 2015 and give preferential treatment to fibre supplies certified by the Forest Stewardship Council (FSC). Lisa Marie Bongiovanni, vice-president corporate affairs at Mattel, said in a statement: "We are committed to advancing the use of sustainably sourced paper and wood fibre across our business, beginning with packaging."
In order to achieve the targets, which were announced this week, the company has set up a global team tasked with communicating and implementing the plans with the company's paper suppliers. These meetings will include highlighting the preference for FSC certified materials and encouraging vendors to pursue certain certifications for their own benefit. "In developing these sourcing principles and setting goals, we applied a thoughtful and rigorous approach in evaluating our supply chain and identifying meaningful opportunities for continuous improvement," said Bongiovanni.
The development of these sustainable sourcing goals follows the company's announcement in June that it would launch a green purchasing strategy for packaging suppliers. This happened after a campaign by Greenpeace that claimed packaging used in Mattel products was contributing to rainforest deforestation.
In 2007, Mattel was forced to issue three product recalls over fears that some of its products had been contaminated with toxic paint.