Major US toymaker Mattel (El Segundo, California; www.mattel.com) has pledged to achieve 100% recycled, recyclable or bio-based plastics in both its products and packaging by 2030. In a first step, the company will launch in the first half of 2020 its Rock-a-Stack baby toy made from polyethylene based on sugarcane. Mattel added that by the end of this year, all Rock-a-Stack toys sold worldwide will be made with plant-based plastics and packaged in 100% recycled or sustainably sourced material.

During 2019, Mattel formed an Environmental Sustainability Council, made up of a cross-functional team of leaders dedicated to advancing its sustainability efforts across several areas, including materials innovation. Our dedicated cross-functional team made sustainability a key priority throughout the product and packaging design and production process, said chairman and CEO Ynon Kreiz. Today, we are delivering on that priority by announcing our first product made from sustainable materials and we look forward to expanding our efforts to all Mattel brands.

Mattel subsidiary Fisher-Price, which makes the Rock-a-Stack toy, celebrates its 90th anniversary this year.