Source: Mattel

Mattel Inc. is extending its commitment to sustainability with the addition of another classic brand to its Mattel PlayBack program.

Fisher-Price joins Barbie, MEGA, and Matchbox in the growing toy takeback program in which families can extend the useful life of the materials used to create their toys. Under the Mattel PlayBack program, the company seeks to recover and reuse most materials for use in future products. For materials that can’t be recycled and repurposed, Mattel will either downcycle them into other plastic products or convert the materials from waste into energy.

“The Mattel PlayBack program has been eagerly received by consumers and has provided tremendous learning specific to the durability and disassembly of our products, which will aid in the future design of products made for the circular economy,” says Pamela Gill-Alabaster, senior vice president global head of sustainability and social impact, Mattel. “We are also exploring new technologies in plastic processing and recycling, with our longer-term goal to use materials collected through Mattel PlayBack in future toy production.”

The Mattel PlayBack program launched last year across the U.S., Canada, France, Germany, and the UK.

Related: Mattel, Magic Wheelchair, and Monster City Studios Gift Young Girl a Barbie-Themed Wheelchair at Licensing Expo

Non-electronic Fisher-Price toys, including products from the Little People, Laugh & Learn, and Imaginext brands will be welcomed into the program, which supports Mattel’s goal of using 100% recycled, recyclable, or bio-based plastic materials in its products and packaging by 2030.

For detailed instructions on how to take part in the program, visit the Mattel PlayBack website.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.