(NEW YORK) — Barbie is going green!
On Thursday, Mattel debuted the company’s first fashion doll collection made from recycled ocean-bound plastic.
The new collection also includes an accompanying Beach Shack playset and accessories that are also made of 90% recycled plastic.
The Barbie Loves the Ocean Collection launch is in line with Mattel’s goal to achieve 100% recycled, recyclable or bio-based plastic materials across all its products and packaging by 2030.
“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,” Mattel’s president and chief operating officer, Richard Dickson, said in a statement.
He continued, “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.”
Further supporting the company’s sustainability efforts, and through its Forest Stewardship Council (FSC) goal, Mattel aims to achieve 95% recycled or FSC-certified paper and wood fiber materials used in packaging by the end of 2021.
The Barbie brand released a new vlogger episode where three animated dolls come together to teach young fans about the importance of taking care of our planet and everyday habit changes they can make to create an impact.
The informative clip has already been seen 25,000 times since it was posted earlier this week.
Other related initiatives from the company include the “The Future of Pink is Green” brand campaign to educate kids on the importance of sustainability.
Barbie has also teamed up with the organization 4ocean to launch a limited-edition 4ocean x Barbie bracelet in signature pink made with post-consumer recycled materials and hand-assembled by artisans in Bali.
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,” Mattel’s senior vice president and global head of Barbie & Dolls, Lisa McKnight, said in a statement.
She continued, “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. 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.”
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